With a career spanning three decades, Steven Smith has significantly impacted the footwear industry. The newer generation may have heard of Smith thanks to his avant-garde and future-thinking designs with Ye under the adidas Yeezy label, helping design models like the 700 and Foam RNNR. However, his nickname “the godfather of dad shoes” is well-earned as he helped create many iconic New Balance designs. After Ye fired Smith as Head of Product Design under his DONDA brand, Crocs announced they signed the legendary designer.
Starting on December 2, Smith will join the brand as the Head of Creative Innovation and design in-house full-time under the brands that Crocs, Inc. holds, including Crocs and HEYDUDE. As one of the industry's forward-thinkers, Smith will help push Crocs forward by helping evolve the brand’s design language and introducing new silhouettes. Even before the news of Smith joining Crocs was announced, it was apparent the brand was moving in a Yeezy-esque direction with silhouettes like the Echo Clog, Nova Trek, and even more recently with the upcoming Hydra Boot. The brand also tapped into avant-garde designs under its Pollex Pod Collection, spearheaded by Salehe Bembury, another ex-Yeezy designer.
Speaking on this signing, Anne Mehlman, Brand President of Crocs, stated, “Since our inception we have prided ourselves in being a disruptor in the category and for pushing the envelope on product innovation. That is one of the many reasons that we are thrilled to be adding Steven Smith, a true icon in the footwear industry, to our talented design teams. I can’t wait to see what we create together as he brings his unique creative vision to Crocs, Inc.”
Smith also spoke highly of his signing to the brand, stating, “I have a penchant for taking design to new places and I’m grateful for the opportunity to bring my knowledge and expertise to these storied brands. There is incredible potential to explore new forms and functionalities across the Company’s iconic product portfolio and continue pushing boundaries through innovation.”
Expect to start to see designs from Smith and a shift in the brand’s design language within the next 18 months. Download the Sole Retriever mobile app for more updates on the latest happenings in the sneaker and streetwear world.
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
