Published: Tuesday - March 11, 2008
Words by Arnold T. Pants
Damn! Fabulous rolls with the Crocs crew? Thanks to Dr. Jay's blog (which I usually dismiss), the news of Fab and the band OneRepublic (who thanks to Timbaland people care about) are repping for the favorite shoe of aging liberals, nurses and small children.
Crocs are actually mad comfortable. I am not ashamed to occasionally rock them in the following scenerios: fishing, boating... that's it. Can they move into the "urban market" and compete with Jordan slides? I don't think so. I also find it curious that they need to market a tour anyway, they are so ubiquitious.
I think part of the appeal, aside from comfort, is based on how "uncool" these kicks look. Even Berkinstocks are more attractive. There is just no reason to infuse them with a sense of cool. The idea of Fab rocking Crocs is kind of funny. Will he match Crocs with, as Dr. Jay's asks, the new line of Rich Yung?
Who knows. I do know that I have recently become increasingly interested in Rich Yung. There something about the boldness, the directness, the conspicous nature of the line that makes the relatively uninspired designs exciting. Add to that an actual interest in quality, something sorely missing from the majority of brands out. They are expensive goods, to be sure, and like the funny new Stella commercials, reasuringly so.
I get a kick out of the mission statement:
"Welcome to the society of rich yung!! Rich yung is more than clothing... rich yung is an experience... rich yung is the embodiment of american drive... rich yung is the very definition of aspiration... rich yung is the birth of urban couture... rich yung is a expression of youth... rich yung is the manifestation of the idea... you don't wear rich yung... you live rich yung... you don't buy rich yung... you become rich yung... rich yung is a movement... rich yung is global... rich yung is colorless... rich yung is ageless... it is the sum of all that dream... it is the realization of a promise... the true nature of the american dream... the lifestyle of the entrepreneur... only one question remains...
The answer to that question, for me, is a decided no. But, despite my lack of funds (and my increasing move away from being considered young... damn grey hairs), I can respect the mission, and more so the limited nature of the product. Something to strive for. Hustle towards. I also respect the nature of the work hard mentality coupled with a causual aesthetic. A change in paradigms, a challenge to the status quo.
The amalgam of the man that pushes Rich Yung and Crocs might surprise some, but in my opinion it is a real hip-hop move. A balance of exculsivity and ubiquity. Underground and overground. I hope not to see, nor do I expect, a collaborative piece. (And to be honest, there is no reason to believe Fab cares about the brand at all). Fab starts sporting scrubs and rhyming over bluegrass samples (no offense, Bubba), I might get worried. If I see random kids rocking all over print hoodies, crocs, and crisp denim, I might get worried. Til then, I am going to applaud Fab for taking a risk and understanding that hip-hop is now about knowing how to balance markets and maintain credibility. Fab has done it with his music, and now blazes new ground in doing it with product.
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