Crocs does not want you to remember them as the maker of ugly and unstylish rubber footwear, so they're now trying to break into high fashion.

The shoe line will release "high-heeled pumps, sleek flats, and ankle-strap thongs," early next year, reports Kyle Stock at Bloomberg Businessweek.

The designs will range from $80 to $120 (approximately RM263 to RM394). It's part of the brand's effort to distance itself from the rubber clogs that made the brand famous.

A visit to Crocs' homepage shows that the brand is promoting ballet flats and wedges alongside its signature product:



Yep, they're trying very hard to get out of that hideous phase.

"Search online for 'hate crocs' and you’ll quickly see why Crocs is eager to downplay the clunky clogs it unleashed on an unsuspecting world 11 years ago,"  Matt Townsend at Businessweek wrote earlier this year.

But shoe designer Aaron Smith told Businessweek that Crocs' brand name could keep it from finding success in the luxury market.

The name is the game. They might be better off creating a sub-brand instead. Time to start cracking, Crocs!