Love them or hate them, there's no escaping the success of Crocs shoes. Sacha Baron Cohen to the rescue.
If the fashion desk ever finds themselves discussing ugly footwear, it's a safe bet Crocs will be among the first brands to get a name check.
The perforated multi-coloured plastic clogs are the scourge of stylish parents whose children are drawn to both how easy they are to put on and take off, their eye-catching palette and the "cute" (read: naff) accessories they can stick all over them.
But what's far worse than seeing an innocent and unknowing toddler tearing about in a pair, is the sight of an adult - who should know better - in a pair of Crocs.
Occasionally, even the harsh force of fashion criticism fails to kill-off a trend - Buffalo boots (the towering stacked shoes loved by the Spice Girls), spring to mind, as does the monstrous, "quirky" shoe label Irregular Choice.
But after 10 years in business, Crocs are truly having the last laugh. The Colorado-based firm has announced that their full-year revenue will surpass the $1 billion (£648,859,000) mark for the first time.
Women's Wear Daily report that on hearing the news yesterday, investors "snapped-up" Croc's stock, sending the firm's shares up 6.3 per cent.
That's a whole lot of ugly feet, and with sales seemingly on the increase, perhaps the fashion world will eventually succumb to their mysterious allure…(that's doubtful to say the least).
But help could be on hand. If there's one thing that damages a brand's image more than anything, it's a bad association. Step forward hero of the hour, Sacha Baron Cohen, whose latest movie 'The Dictator' is set to send up the lavish lifestyle, maniacal delusion and, most importantly, the legendarily terrible taste of the world's leading despots.
If pictures of Cohen on set are anything to go by, it seems that in a stroke of pure genius, Cohen has dressed his own, private lunatic in - what else? - a pair of Crocs.