They’re real — and they’re “brick-tacular.”
Lego fans are freaking over the beloved toy brand’s first, fashionable collab with Crocs — a pair of bizarre-looking, soon-to-be-released footwear, heralding the start of a multi-year partnership between the unlikely shoe-some.
You probably won’t be wearing these block-shaped, Lego Brick Clogs for your next morning commute, however — think conversation-starting collectible, less sensible, all-weather solution.
“A new, imaginative silhouette,” Lego announced, while Crocs bluntly noted the eye-catching objects are “not intended for everyday wear.”
Logistics aside, the clogs, which will retail for a spendy $149.99, won’t be available until Feb. 16.
But the industry is already buzzing after the brands debuted their new baby at Paris Fashion Week on Wednesday, where the statement pieces were shown off by rapper Tommy Cash.
Both companies have already teased an array of future products for both kids and grownups.
“The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit,” said Carly Gomez, Chief Marketing Officer at Crocs, in a written statement.
“We are both brands that pride ourselves in being built different, in celebrating self-expression, and in fueling creativity. I can’t wait for our fans to see what we’re creating together — we’ve truly broken the mold in a way that we never have before.”
Jay’s Brick Blog, a Lego site, was one of many watchers weighing in on the news, admitting that at first, the announcement seemed like “an elaborate joke.”
“Nope, this is actually happening … these look absolutely hilarious, and will 1000% be meme’d to death,” a writer for the site noted.
Crocs is well-known for its quirky collabs and interesting designs, working with brands ranging from General Mills to 7/11 and luxury fashion brand Balenciaga.
The latest bold move comes as the retailer is looking to recapture sales growth, Bloomberg reported — noting that the cost of the new offering far exceeds the $70 ceiling price of past offerings.
“Lego has a very broad consumer base, very similar to Crocs,” Anne Mehlman, Crocs brand president, told the outlet in an interview. “They have very engaged kids and very engaged adults — a lot of adults have full Lego rooms dedicated, and we do too.”
Calling the match-up his “favorite yet,” Mashable Tech Editor Timothy Beck Werth delivered one of the first critical reviews after the announcement, saying the shoes had to be “seen to be believed.”
“They’re, dare I say it, brick-tacular,” he wrote on Friday.
