Crocs can be styled and customized with Jibbitz shoe charms, and the brand is leaning into that strength with a new store concept—Crocs Icon—that invites shoppers to personalize their pairs and turn self-expression into part of the shopping experience. This new format recently opened its doors in NYC’s Soho neighborhood and beyond being experiential, the store is notable for being about two to three times larger than Crocs’ usual locations.

On-site, there are a few styles of seafoam green Crocs that can only be found at the new Crocs Icon store, and each comes with a special Jibbitz of Duke, the crocodile mascot. Additionally, this store is the one to go to for exclusive New York City-specific Jibbitz like pizza slices, reflecting the store’s ties to a specific place and community.