Crocs doesn't want you to remember them as the maker of ugly and unstylish rubber footwear. Now, they're 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.

They will range from $80 to $120 (approx RM263 to RM394). It's part of their effort to distance itself from the 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:




They're trying very hard to get out of that ugly space.

"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. Are they better off creating a sub-brand instead?