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Booting out the boot: How sneakers and crocs are taking over

Casual footwear, which includes sneakers and crocs, is the largest product segment in the Indian footwear market

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Anand Ahuja caught everyone off-guard as he strode into his wedding reception with Sonam Kapoor in a bandhgala and silver sneakers! The choice of sneakers by a groom did turn heads, but not before reflecting on a growing rage that has celebs, fashionistas, professionals and almost anyone cruising in sneakers or crocs at formal occasions and social soirees.

Once regarded as ‘’boring’’, “ugly’’, “casual’’ and lacking in the aesthetic appeal of pumps, heeled sandals, boots or ballerinas; crocs and sneakers are gaining in favour.

The “no sneakers, no crocs, no rags, no jeans’’ clause attached to social events is making way with millennials and digital natives voicing their independence and confidence with an “I’d rather wear crocs or sneakers than heels or boots’’ attitude. 

“I believe this comes out of the constant pressure of doing something unconventional and the trend setting that really compels millennials to try out the unimaginable. The first reaction the audience had to Anand Ahuja’s look was ‘’what was he thinking’’. But honestly, he later had everyone talking,” says fashion connoisseur Madhuri Bajaj, co-founder of Dua Vivo, a platform for pre-owned luxury brands.

According to Saket Agarwal, founder, Lazy Jojo, which retails digitally customised canvas shoes, comfort is a major factor that has driven the popularity of casual footwear for formal occasions. The demand for comfort and the relaxation of the office dress code were cited as two major factors that accelerated the sale of ladies sneakers in the US market in 2017, says research company NPD Group. While sneaker sale increased by 37%, high heels sales were down by 12% in the US.

“Wearing sneakers with that leather skirt or those ‘beautiful’ shoes with the satin dress sometimes is the expression of your own individuality. Sneakers are your way to a clean slate and minimalistic yet classy attire,’’ says Saket Agarwal.

Crocs, on the other hand, are today seen as being much more than “just clogs”, says Crocs India’s head of merchandising, Surabhi Agarwal. 

With celebs like Deepika Padukone, Kendall Jenner, Jared Leto or Shia LaBeouf captured in canvas shoes and crocs, millennials have all the more reasons to sport the same and nail the celeb look. 

Casual footwear, which includes sneakers and crocs, is the largest product segment in the Indian footwear market that produces over 22 billion pairs per annum, contributing 9.6% to the global annual footwear output. 

Experts say alongside comfort, sneakers and crocs now offer intricate designs and are made using technology intensive processes, both of which enhance the utility, appeal and their ubiquity. Crocs India brought out a collection using the LiteRide foam which is 40% softer and 25% lighter than the classic Croslite foam which is the original Crocs material. The LiteRide foam elevates the comfort factor. “They weigh approximately 500 gm, and are certified as the lightest shoes. We will introduce quirky designs and fresh colours, ” says Surabhi Agarwal, adding that they have introduced Avengers and Marvels clogs, inspired by the movie and graphic clogs in bright hues.

According to Kritika Agarwal, creative head at Lazy Jojo, while patterns such as doodles, swirls, spirals, squiggles are popular, the technology used for embossing the design involves printing on white or coloured canvas shoes. “We design a mock up with the help of in-design or photoshop and send it to the customer. After approval, it is then printed on the shoes and delivered. We have experimented with designs from the classic burger love to the Calvin and Hobbes design. We are now planning to give customers the freedom to customise their laces for a distinct look.”

A RARE SHINE

  • With celebs like Deepika Padukone, Kendall Jennercaptured in canvas shoes and crocs, millennials have all the more reasons to sport the same look
     
  • Casual footwear, which includes sneakers and crocs, is the largest product segment in the Indian footwear market
     
  • 22 billion Pairs of footwear per annum produced  in India, about 9.6% of global market 
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