UGG boots have been a trendy icon in the U.S. for years, and continue to stay relevant in the ever-changing world of fashion, selling 1 billion dollars worth every year. Ironically the Australian boots were never considered fashionable in their country of origin and were worn for warmth and comfort as slippers. What is their secret? Just like most things these days, marketing is the most important ploy in continuing to sell their (some might say, ugly) boots.
In Australia, the word ‘ugg’ has been a synonym for sheepskin boots. In the 1970’s they gained popularity with surfers, who wore them straight out of the water in both the United Kingdom and the United States/Canada.
In 1978, an accountant named Brian Smith moved to Southern California, fell in love with the sheepskin experience and decided to share it with the world. The brand UGG was consequently born and trademarked. Initially, the boots were branded by Smith for ski and surf shops and trade shows, but they didn’t become sell well. However, by the mid-80’s, when the brand became a symbol of the relaxed southern California Culture, they also became a huge hit in ski shops and lodges, from Mammoth to Aspen, in the wintertime.
In 1994, the US Olympic team wore UGGS which made the brand skyrocket. After a major increase in sales, Deckers Outdoors bought the brand and forged partnerships with Nordstrom and Neiman Marcus. Seemingly out of nowhere, UGG boots were selling next to Jimmy Choo and Valentino. Subsequently, they were picked up as favorites of celebrities as high-end footwear. Oprah even coined them as one of her ‘favorite things’ in 2000. Now, there are over 130 UGG stores in the world.
The company started expanding their brand with new styles and colors every season. UGG now makes sandals, rain boots, heels, snow boots,and moccasins, along with pillows and carpets. But the main reason why UGG boots haven’t died with all the other trends. They are utterly and totally comfortable. Sometimes there is nothing that beats that certain coziness, especially one that brings us nostalgia.
But no one can beat the favourite classic – the ones most of us keep hidden at home:
Featured Image: Instagram/@Ugg
Do you still wear UGG boots? Let us know in the comments.
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