Crocs face tariff pressure

The Guardian’s Crocs correspondent traces the highs and lows of the rubbery perforated clogs that divide opinion

Trump tariffs threaten Crocs crown after 19-year run

Crocs shares have fallen nearly 30% to their lowest level in three years as the company warns of a 9% to 11% revenue drop in the current quarter. The Guardian’s Crocs correspondent attributes much of the weakness to tariffs imposed during the Trump administration, a policy line Crocs has weathered before under Republican presidents.

First created in 2002, Crocs rose to fame when celebrities wore them and their Croslite material offered comfort and lightness. The pandemic boosted demand to a peak, with revenue reaching a record £1bn in 2020, and celebrities from Justin Bieber to Nicki Minaj helped keep the brand in the spotlight. Yet today the market confronts tariff-driven costs, trade uncertainty, and cautious shoppers. Some observers wonder whether Crocs can keep its grip as rivals introduce alternatives and fashion houses experiment with the look.

Tariffs remind us that policy can tilt a consumer market as quickly as a runway change. Crocs shows how a simple, comfortable product can become a cultural touchstone yet remain vulnerable to price pressure and political shifts.

Looking ahead, relief on tariffs or a diversified supply chain could help Crocs rebound. The piece mixes nostalgia with market reality, illustrating that fashion can ride trends but policy moves faster, shaping what people wear and what they are willing to pay.

Highlights

Trade rules shape everyday wear as much as any trend, and Crocs is a case study in both.