Crocs Take A Bite Out Of The Shoe Market

California has always had a soft spot for ugly shoes. Birkenstocks and Tevas have caught on here, fortifying the state's reputation as a haven for gimmicky fashion. Not everyone thinks Ugg boots are ugly, but even people who do seem to wear them. Now come Crocs. They're rubbery. They're garish. They're a lightweight sandal-clog hybrid, and if a Niwot, Colo.-based company has its way, they're about to be omnipresent in the Southland.

On Monday, Crocs Inc. announced that it had replaced Nissan Motor Co. as the main sponsor of the Los Angeles-based AVP Pro Beach Volleyball tour, which automatically adds the shoemaker's name to the tour title. The move signals that the company, which initially hesitated to push into more heavily populated U.S. markets for fear of not being able to keep up with demand, is sharpening its focus on California.

Initially imagined for boating, Crocs have snagged a wider-than-expected following of fans, including children and chief executives. Made from a shiny resin, in colors that can be described as relentlessly cheerful, they are the rare fashion statement that can be hosed off. And weighing just 6 ounces apiece, they don't bog you down. The company, which made its first shoe in late 2002, saw sales swell to $108.6 million last year from $13.5 million in 2004. Crocs, which retail for $30 to $60, now sell in 6,500 U.S. stores and in 40 countries.

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Whether there is an upper limit to how stylish a Croc can be is an open question. Yes, the shoes lay claim to a few things that Manolo Blahniks can't — namely, they're made of an antimicrobial material that does not attract odor. But sexy, they're not.