After successful limited releases last year, Crocs is set to officially launch its innovative Ripple shoe, developed by its new creative innovation team led by esteemed footwear designer Steven Smith.
The Ripple represents a significant evolution in Crocs’ design philosophy, showcasing a fresh direction for the Broomfield, Colorado-based brand. Smith, who brings over 40 years of experience to his role, aims to infuse a more futuristic perspective into Crocs’ products. He envisions a design that maintains the core elements of Crocs while also pushing boundaries in comfort and construction.
In an exclusive interview, Smith articulated his vision for the brand, highlighting his goal of exploring new ideas and materials to create a hybrid style that may lean toward sneaker-like features. His extensive background includes iconic designs such as the New Balance 574 and the Reebok Instapump Fury, which have contributed to his reputation as the “godfather of dad shoes.”
Smith joined Crocs in November 2024 as head of creative innovation, where his focus is on developing new models that shift the brand’s design narrative. He expressed gratitude for the company’s supportive environment, allowing him creative freedom uncommon in corporate settings. Reflecting on his past experiences, Smith acknowledged that his penchant for generating numerous ideas could sometimes create friction in traditional corporate structures. His approach of brainstorming countless sketches, rather than narrowing them down too quickly, is something he believes will drive true innovation at Crocs.
Looking ahead, Smith anticipates a bright future for the brand, particularly in the realm of molded footwear. He emphasized the creative liberty afforded by this technique, which offers limitless possibilities compared to conventional materials like mesh and leather. His role allows him to envision and propose ideas, giving Crocs a platform to explore uncharted territories in design.
Retailing at $90, the Crocs Ripple will be available globally starting March 5, accessible through the Crocs website, the Crocs app, and select retail partners. The company plans to introduce new colorways throughout the year and aims to roll out additional silhouettes designed by Smith and his team within the next 18 months.
