Crocs, who? Scholl’s not-so-ugly sandals are ready for their moment

They say that every dog has its day, and no more so is that true than when it comes to the so-called ‘ugly’ shoe. 

First it was Crocs, which began creeping out of your nan’s garden and onto the feet of fashion trailblazers everywhere, before Demna himself solidified the style as a must-cop by jacking its sole up to platform height and sending it stomping down the runway at Balenciaga. 

Then came the Birkenstock, and the rise and rise of the granddad-esque Boston somewhere between lockdown one and 24. Fila’s divisive Disruptor II also deserves a mention. It might have turned stomachs circa the summer of 2019, but for every person who slammed the absolute unit, another 100 were keen to clomp about in the behemoth style.

Now, it’s time for another unlikely contender to get in on the action. Step forward (quite literally) Scholl, which somehow, when we weren’t looking, suddenly got cool again. The 1970s stalwart – all chunky wooden sole and super-comfy orthopaedic footbed – is back and ready to be slipped onto the feet of a new gen of fashion fans. 

With over a century of expertise in shoemaking under its belt, as the label heads into a new era, it has the high-profile collab in its sights. First came a partnership with beloved Scandi-cool brand Ganni back in May, which saw Scholl’s signature Pescura soles updated with the addition of monogrammed and punchy plaid straps. 

In need of proof of the brand’s upsurge in popularity? Look no further than the street style photos coming out of fashion weeks the world over, where showgoers slipped their feet into the limited edition slides (and stay focused on Copenhagen’s streets, as the city stages its SS23 season and the style is likely to pop up again... and again). 

More recently, though, came a collaboration with luxury Cretan resort Daios Cove, as the two brands’ shared emphasis on wellness and wellbeing collided. With views stretching out across the azure waters of the Mediterranean Sea, the resort inspired a reimagining of the iconic Pescura. 

Keeping its chunky pale wooden sole, the silhouette has been reimagined in hazy shades of periwinkle blue and dreamy ocean green, and given the nautical treatment through faded striped motifs. Whether wading through the sand at the beach while on holiday, or click-clacking through the city streets at the hazy height of summer, the versatile style can truly be made your own. Time to pack away the Crocs? Quite possibly.

Shop the collection here.