In 2008 I was invited to participate in an initiative organized by Crocs Canada to design a concept based on what I felt a Crocs footwear product should look like. The project was called Crocs Designer Series. I felt that I could contribute a strong design that could potentially reinvent and reinterpret their brand to a new audience. I wanted to create a shoe that had a different feel from the traditional Crocs models that everyone knows of, and position it within the streetwear, skate and sneaker subcultures, giving it a more exclusive and premium feel. The end result was Crocs/Street. The designer series carries on with graphics added to the shoe and integrated into the insertable insoles. Which are available in different densities for a custom fit, whether used for skateboarding, biking or walking about. The branding concept is carried over into the packaging and supporting products.
Client: Crocs Canada / Agency: MSTRPLN® / Year: 2009
