Crocs洞洞鞋"贵替" 溯溪鞋的故事，始于一场私人需求。 KEEN的创始人Martin Keen，最初只是想设计一双方便自己进行帆船运动的凉鞋。 他可能怎么也不会想到，2003年，第一个溯溪鞋系列NEWPORT问世后，就被苹果创始人乔布斯看上了。后者曾穿着NEWPORT系列出入多个场合，无形中 为KEEN打开了在美国的知名度。 斯凯奇老头鞋、Crocs洞洞鞋走红后，又一双"丑鞋"成了中产宠儿。 今年7月，溯溪鞋在社媒与视频平台的声量高达9.2万，几乎是去年同期的2倍。尤其在小红书，近半年内，溪鞋相关笔记数环比激增589%、总热度环比激增 620%。 美国户外品牌KEEN，这个堪称溯溪鞋鼻祖的存在，成为了最大赢家。2025年上半年，KEEN溯溪鞋的中国线上市占率超过12%，稳居第一位；去年618期 间，其在天猫销售额高达1700万元，按均价1000元推算，一个月就卖出多达1.7万双。 令人玩味的是，溯溪鞋走红，并不是因为便宜。以KEEN溯溪鞋为例，价格普遍在600-1100元之间，即便大促期间最低也下探至500元上下——要知道，它 本质上只是一双凉鞋。 比Crocs洞洞鞋卖得更贵，外形也更具争议。不少网友直言 ...

Core Viewpoint - The article discusses the rise of "ugly shoes" as a fashion trend among young people, highlighting a shift from traditional stylish footwear to more comfortable and unconventional designs that prioritize comfort over aesthetics [7][8][9]. Group 1: Trends in Footwear - The year 2024 has been declared the year of ugly shoes, with a notable shift in fashion preferences from stylish high heels to comfortable, unconventional footwear [7][8]. - Young people are increasingly embracing various forms of slip-on shoes, including clogs, Ugg boots, and chef shoes, which are now considered fashionable [11][20]. - The trend is characterized by a focus on comfort, with shoes becoming flatter, wider, and more casual, reflecting a broader cultural shift away from traditional fashion norms [90][93]. Group 2: Specific Shoe Types - Ballet flats and thin-soled shoes have gained popularity, with brands like Adidas and Puma leading the trend, often associated with K-pop idols [24][26]. - The emergence of fishnet shoes and five-toe shoes has created a new niche in the market, appealing to young consumers looking for unique and functional designs [20][41]. - Brands like KEEN have capitalized on the trend of outdoor and functional footwear, which has become fashionable in urban settings, despite their originally intended use for outdoor activities [66][73]. Group 3: Cultural Shifts - The article notes a significant cultural shift where high heels, once a symbol of femininity and power, are now being rejected by younger generations in favor of comfort and practicality [93][98]. - The rise of "ugly shoes" reflects a rebellion against traditional beauty standards and societal expectations, with young people prioritizing comfort and self-expression over conventional aesthetics [58][83]. - The trend is also linked to broader societal changes, including the impact of the pandemic and movements like MeToo, which have influenced perceptions of femininity and professional attire [98][111].

Group 1 - KEEN is experiencing significant popularity in China, particularly among urban white-collar workers, despite being less recognized in Japan [3][24][29] - The brand's JASPER hiking shoes have gained traction, with sales data indicating approximately 17 million yuan in sales during last year's 618 shopping festival, translating to around 17,000 pairs sold [3][24] - KEEN's marketing strategy in China has shifted towards a lifestyle approach, emphasizing fun and daily wear, which has resonated with consumers [28][29] Group 2 - KEEN's entry into the Chinese market was initially slow, but the brand gained momentum after adopting a "fashion brand" strategy and launching direct sales channels [24][29] - The brand has opened 14 independent stores in China within a year and a half, indicating rapid expansion [29] - Consumer feedback highlights quality concerns, with many expressing dissatisfaction regarding the durability and comfort of KEEN products, particularly the JASPER model [36][42] Group 3 - KEEN faces competition from other outdoor brands like HOKA and ASICS, which offer similar products at lower price points [45] - The average price range for KEEN's popular products is between 799 yuan and 1199 yuan, which has raised concerns among consumers about value for money [28][44] - The outdoor market in China is evolving, with consumers increasingly seeking emotional connections with brands rather than just functional products [45]