Brand Focus: UGG
Following his relocation from Australia to California in the 1970s and a particularly cold surf upon his arrival, Brian Smith wore the pair of sheepskin boots he had brought along with him and realised that no equivalent existed in the United States. An opportunity had presented itself and an application was made to become a distributor of a particularly popular Australian brand. After this was rejected, the undeterred Smith made the decision to trademark the UGG name and make the boots available through his own brand. Despite initially being met with steady interest, growth was swift; following their acquisition in 1995, a marketing pivot away from surfing and towards the winter market saw further growth in popularity for UGG as the now iconic name found a new demographic.
Arguably the biggest tipping point for the brand came in 2003 - as the "Classic Short" style was featured on Oprah Winfrey's show, unprecedented demand and recognition not just for this style, but for the brand as a whole, quickly followed. The first physical UGG store was opened in New York, 2006 and the brand's first foray into physical international locations opened in Japan the same year. Since their formation, the brand has refused to stand still and continues to innovate and experiment with colourways, styles and ideas to keep a freshness and relevance year after year.
As the pandemic saw comfort and convenience take priority in the fashion market, UGG were perfectly positioned to not only survive the difficult period but thrive, with not only their slippers seeing a surge in popularity but the (at the time) recently introduced athleisure ranges alongside. With each collection launched, a contemporary spin on the traditional Australian footwear ideals the brand was founded with has ensured an unrelenting popularity through multiple demographics and a continued resonance with younger generations.
Among a sea of imitations, UGG manage to stand out with their use of premium materials and a commitment to sustainable ecological practices. Their recently launched "Regenerate" program produces footwear with materials sourced solely from regenerative farms, helping to minimise the environmental effect of the brand's supply chain. Combining the premium level of quality products most associated with the brand with socially conscious manufacturing and sourcing practices will help keep UGG in fashion for decades to come.
