They’re unflattering.

They’re unfashionable.

They’re unflappable.

I’m not one for comfort zones.

But comfort brands continue to make their mark long after we were holed up in our homes during a pandemic.

Pretty Ugly seems to be the new Ugly Pretty. Hard-on-the-eyes — but soft on our feet — brands such as Birkenstock, Crocs, and Hoka’s have taken over the conversation with record-shattering 1st quarter sales numbers.

Last week, Forbes amplified that German sandal maker Birkenstock reporting $524 million in revenue for the quarter up 22% from the year before. This just so happened to be “the highest revenue level” for a first quarter in the company’s existence.

Hoka, a cushioned-but-clunky shoe which I own (that my wife steps on repeatedly), reported a 34% increase in first-quarter net sales to $533 million, topping half a billion for the first time in their history.

The climb of Crocs, the ventilated comfortable clog who could be responsible for America’s ever-rising divorce rate, saw record first-quarter sales to a $939 million — a 6% annual boost. Crocs is also “luxing” it up with unique collabs like one going on right now with fashionista Simone Rocha.

It’s not just comfort that’s laying down a winning footprint on feet.

Aged meats or wine is one thing. Making new shoes intentionally look “beat up” feels like another. Golden Goose are selling lux shoes well north of $600 that look like each has been abused by a pair of feet for a decade.

Who else is pacing the “ugly pretty” movement?

Sweaty Betty touts themselves as “more loungewear to love”.

Vetements has their everything-to-hide and intentionally awkward supersized pieces.

Balenciaga is consider Spanish luxury.

Minimalism has taken a back seat to some thanks to Maximalism.

Is this courageous?

Something else?

If you don’t know what you stand for you never know when (and where) to take a stand.

All brands mentioned above know who they are and haven’t deviated much from their truth. Yet, each, had the courage to stay themselves while standing out from the same old — even when it meant manufacturing something that looked old.

Stay you.

Stray true.

Where it makes sense, perform your zag with courage.