In 1978, a young Australian surfer founded the UGG brand on the shores of Southern California. His Aussie roots forged a strong love for sheepskin and he was convinced the world would one day share this love.
By the mid 1980’s, the UGG brand had become a symbol of relaxed southern California culture, gaining momentum through surf shops up and down the California coast.
In 2000, Oprah emphatically declared UGG one of her “Favorite Things” and we gifted 350 pairs of boots to her studio audience.
UGG took the New York Fashion world by storm in the early 2000’s, evolving from boots and slippers to stylish luxuries that graced the pages of Vogue.
In 2003, UGG debuted baby blue and pink classic boots. For the first time ever, the iconic boot was offered in pastel hues. Featured again on Oprah’s “Favorite Things”, the sorbet shades were an instant success, and the brand exploded overnight.
In 2006, UGG opened the doors to the brand’s very first retail store in Soho, making its mark on the fashion capital of the world. NYC was the perfect place for the brand’s first flagship store, providing UGG fans a powerful physical expression of the brand and offering a place to experience firsthand the full breadth of the line.
In 2006, UGG opened the Omotesando Hills store in Japan, marking the first step of international expansion.
In 2008, UGG opened the Beijing Solana store in China, the first of what would become over 50 stores in China.
In 2008, UGG opened the Westfield and Covent Garden stores in London, increasing international reach and providing UK fans a destination to experience the UGG brand firsthand.
In 2009 UGG shook up the fashion scene and teamed up with Jimmy Choo to create an edgy capsule collection.
“Other than Jimmy Choo, UGG is really the only other footwear I have in my wardrobe.” - Tamara Mellon, OBE, Founder and Chief Creative Officer, Jimmy Choo
Renowned for its signature sparkle, UGG teamed up with Swarovski Elements® in 2010, offering custom designs via decadent shimmering crystals.
In 2011, UGG partnered with star quarterback Tom Brady.
“He embodies the stylish casual attitude that is at the foundation of every product we make, and is as much a style icon off the field as he is a playmaker on it.” - Angel Martinez, Deckers Brands Chairman and CEO.
UGG stepped into the world of high fashion in 2011 with UGG Collection, fusing the timeless craft of Italian shoemaking with the luxe feel of sheepskin.
“When we decided to add a high-fashion collection, Italy was the first place we looked to for inspiration.” - Leah Larson, VP Creative Director
In 2012, UGG opened the doors to its very first UGG for Men store on 5th Avenue in NYC.
In 2012, UGG opened the Le Marais store in Paris, adding France to the list of ever-expanding UGG regions that included Japan, China, Korea, Taiwan, Russia, Canada, Mexico, and the UK.
Striking a harmonious balance between classic UGG comfort and decadent décor essentials, the Home Collection launched in 2013.
“Our longtime customers tell us there's a feeling you get when you slip on an UGG boot or slipper - a combination of relief and utter comfort that is almost indescribable. We've translated that feeling of luxurious comfort into our first collection of UGG products for home.” - President Connie Rishwain
The ultimate in nonchalant luxury, UGG launched Loungewear in Fall 2013. In true UGG tradition, sumptuous silhouettes fused a snuggly feel and flattering fit for the epitome of comfort-wear.
September 2013 marked the 35th Anniversary of UGG’s arrival in the United States. To commemorate the milestone anniversary, UGG debuted a ’78 capsule collection and kicked off a global celebration rooted in 70’s surf culture.
UGG by You launched in Fall ’13, offering completely customizable one-of-a-kind classics. The UGG By You customization program continued its success in Fall ’14, with customization features that included over 11,000 possible color combinations, custom Swarovski® decals and monogramming, charms and color-pop ribbons.
In 2013 Twinsole™ launched, offering the versatility of interchangeable insoles. Convertible footwear could now be worn with traditional cushioned insoles, or luxurious wool insoles, delivering signature UGG comfort in two forms.
Authentic American craftsmanship at its best, the Made in the America Collection launched in Fall ’14, celebrating high-quality construction and premium materials sourced entirely in the USA.
Poised to capture the heart of the burgeoning fashionista, I Heart UGG launched in Fall 2014 with girlie-gone-glam remakes for next generation’s street style stars.
“We wanted to give [this customer] an exclusive product. It will definitely look different than the UGG line, but it will have the DNA. This gives her her own identity.” - President Connie Rishwain
In Fall ’14 UGG launched the new brand campaign, “THIS IS UGG.” Life tells us to find those big moments. The ones that change things forever. The giant leaps. The great adventures. But real life happens in the smaller moments. THIS IS UGG is a collection of stories that embrace these small, but significant moments in our lives. The moments when we share and connect with others. These are UGG moments. This is what feels like nothing else.