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Introducing UGG

Having been around since the late 1970s, UGG has become a fashion icon, loved by celebrities, surfers, and casual wearers alike.
After becoming a symbol of SoCal beach culture in the mid-80s, the 'Ugly Boot' has since partnered with creatives and activists around the globe, celebrating freedom of expression and presenting itself as a brand for individuals.
In addition to producing UGG Boots, the brand also produces UGG Slippers, UGG Slides, UGG Sandals and more, offering something for everyone!


With products made from premium materials that provide comfort and support, UGG is known for its craftsmanship and long-lasting quality.
Australian sheepskin and fleece are typically used in their classic unisex UGG boots. The natural insulating properties of sheepskin allow the thick fleecy fibres on the inside of the boots to wick moisture and allow air circulation, which keeps your feet warm in cold weather and cool in hot weather.
As part of UGG's commitment to working towards a more regenerative world, they use sustainable materials such as sheepskin from regenerative farms, renewable materials, and organic cotton.
UGGrenew was introduced as a way to extend the life of customers' favourite boots and demonstrate the brand's commitment to providing durable products.

The History Of UGG

ugg surfers


Sydney surfing legend Shane Stedman trademarks "Ugh-boots", helping them become internationally popular with competitive surfers.
Surfers in Australia adopt the boots as a place to warm their cold feet after surfing, and after they're banned in cinemas around Sydney, they become even more popular with youths.
brian smith


Australian surfer Brian Smith moves to California with a case of UGG boots, then sets up a business importing them. His trademark for the term 'UGG' in America is registered.
ugg beach


It is popularised by surf shops, becoming a symbol of California's beach culture.
Smith registers the trademark 'Original UGG Boot UGG Australia' in America in 1985.
ugg store


In 1995, Smith acquired Stedman's other trademarks, making him the sole owner of the name 'UGG'.
In 1994, the brand gains a lot of momentum when they're worn by the U.S. Winter Olympic team.
The brand expands globally, opening several stores, after Smith sells the business to Decker Brands for $14.6M a year later.
oprah winfrey


UGG sales increase exponentially after Oprah Winfrey includes them in her second edition segment of 'Oprah's Favourite Things' and purchases 350 pairs for her audience and staff.
Many celebrities like J-Lo, Kate Upton, Cameron Diaz, and Paris Hilton were spotted wearing the boots, further boosting their popularity.
tom brady uggs


UGG's first men's campaign features New England Patriots quarterback Tom Brady, and celebrities such as Leonardo DiCaprio are soon seen wearing the boots.


In an effort to increase corporate sustainability, UGG joins the United Nations Global Compact (UNGC), the world's largest company sustainability initiative.
ugg shoes

UGG Today

Fashion elites have embraced the UGG boot since its humble beginnings, and the brand has enjoyed massive worldwide success.
In addition to boots, UGG offers sandals, coats, socks, handbags, gloves, and home furnishings such as blankets, pillows, rugs, and towels.
Dedicated to positive change, they promote diversity and inclusion, and are taking steps to reduce their environmental impact.

Did you know?

The origin of the term 'UGG' is subject to debate -
UGG might have originated from Australian and British pilots tying sheepskin around their feet during the war to prevent frostbite, as they called the temporary boots 'flying UGGs', short for ugly.
However according to Frank Mortel, of Mortel's Sheepskin Company, his wife commented on the first pair he made as being ugly, so he named them UGG boots.
Sydney surfing legend Shane Stedman trademarked the term 'Ugh-boots' in the 1970s, claiming to be the inventor of the Australian icon.
No matter where they came from, it is clear that no one thought the boots were particularly beautiful!

Organising the Chaos

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