Good Design: Chaco Sandals

The Chaco is an adventurist’s sandal designed to last a lifetime.  They were first made in 1989 in the garage of a river rafting guide. Due to their cultish-like devoted customer base and high prices many people seek to stay clear of them. However, I caved about 3 years ago and bought my first pair.

My initial impressions were “it’s sturdy, comfortable and convenient”. I wore them a whole summer at an outdoor summer camp job and loved them every day. After hiking an 11-mile loop in my Chacos (during which they felt great the whole way) I realized that I was sold. The Chaco is a sandal with a strong arch integrated to give ankle support, meaning it can be used as active wear.  The sandals also are highly comfortable using a soft polyester webbing and eliminating contact with seams by clever weaving that threads through the sole. 

Demonstration of how straps tighten around the foot with minima seams or joints.

Regarding convenience, the Chacos are always ready for use after initial adjustments.  I keep mine by the front door so if I am just taking a few steps outside to take out the trash, I can slip them right on like flipflops disregarding the heal strap.  For a quick run to the grocery store, I use the heal strap but often do not even tighten the straps. Yet despite not tightening them, I still have ample support and a secure fit. Once I’m on a hike or in a river, I tighten the straps and insure a nice snug fit which is sufficient even for minor rock climbing, river walking, hiking and more.  These quickly became my most used shoes and, sure enough, I was soon part of the “cult” advocating the purchase of Chacos to everyone.  

Design Genius:

The genius in Chaco’s design comes down to three main points: durability, customizability, and comfort.

Durability:  

Sandals have long been thought of as a very cheap product that you use every once and a while at the beach. Considering such, the drastic increase in price from a $10 pair of flip flops to a $120 pair of Z-Cloud Chacos might seem crazy.  The versatility of these sandals being able to be used in a wide variety of circumstances adds value. However, the main clenching point for many customers is the fact that the sandals will last them 10-15 years of near constant use.  By reducing the number of parts and choosing quality materials, Chaco built a sandal that is made to last.  The sole consists of two different injection molded pieces made of synthetic rubber and polyurethane. The straps are weaved through the top portion of the sole, which is then glued down to the bottom portion of the sole; trapping the straps between the two.  The solid thick materials in the sole are tough and resilient, and the interweaving of the straps reduces stress concentrations by avoiding joining parts with sewing. On top of the solid construction, the Chaco is also designed to be refurbished once worn out. The consumer, at a lower price than purchasing a new set, can send their Chacos in to replace the straps and malsoles [1] . Once a customer realizes these sandals will last them forever, the high price tag suddenly becomes more reasonable. 

Customizability:  

In a time focused on individuality, few people want to run into their friend while wearing the exact same pair of shoes.  Brands and styles can unify, as seen when people with Nikes frequently comment on other people’s Nikes, and that holds true for Chacos. Despite the unifying effect of wearing the sandals, Chacos have hundreds if not thousands of strap combinations and color differences that make each Chaco unique to the person who buys it. Consumers take pride in joining the Chaco group and take more pride in sharing and comparing their color style. My brother who is a fire fighter has Smokey the Bear on his Chacos and this type of customization almost makes Chacos a conversation starter which is where the “Cult” idea is created.  Those who buy Chacos have an excuse to talk to someone else wearing Chacos to see their design and share their own. The best part about this customization from the design standpoint is that it takes little effort to do from a manufacturing stand point.

Comfort:  

The comfort of these sandals comes from three main design points. First is the lack of seams.  By wrapping the straps around the sole rather than sewing or gluing them on, they have avoided adding uncomfortable points of contact.  Second is their selection of the smooth polyester webbing that is already broken in by a special oil.  There is no Velcro, hard plastic (minus the one plastic strap adjuster) or rough fabric included, meaning everything that touches your foot is soft. Third is in their squishy sole.  The Z-Cloud, one of Chacos bestselling sandals, has a layer of ultra-soft polyurethane that though still rugged provides a very comfortable contact point for the foot. Whether that layer is glued on or simply two shot molded, little effort is required to make this extremely comfortable sandal. 

So, what did Chaco do well? Chaco built a product that is designed to last. They built a product that is customizable, allowing for both individuality and the feeling of being part of a collective group. And Chaco built a product that is easy to manufacture. In a world where washing machines last two years and fridges last three, Chaco made a long-lasting product; that is something its customers can take pride in.

References:

[1] ChacoFootwear. “Chaco Footwear: The Factory.” YouTube, YouTube, 31 Aug. 2015, www.youtube.com/watch?v=jGp-SUtpubk. 

[2] Blue, United By. “How It's Made: The Chaco x UBB Sandal.” Vimeo, Chaco, 26 Nov. 2020, vimeo.com/210681234.