Learn about Ugg
For Ugg, it all started when Australian surfer Brian Smith moved to Southern California and, in collaboration with Doug Jensen, they began importing the signature Australian sheepskin boots to America, without however achieving commercial success. In the mid-1980s, Smith trademarked the "Original UGG Boot UGG Australia" accompanied by a ram's head, noting a gradual increase in sales that improved significantly after they were used by the US Olympic team for the needs of the 1994 Winter Olympics in Lillehammer. The following year, it was acquired by Deckers Brands and gained the global visibility it has to this day. In 2003, UGG boots were featured on Oprah Winfrey's Favorite Things, which skyrocketed UGG sales overnight and made the classic sheepskin boots a trend. Ugg's collection soon expanded to include clothing and accessories such as handbags, gaining a cult following around the world, both in and out of Hollywood. Gradually, the company's philosophy shifted to focus on the premium soft and warm feel they offer with support for the foot despite their flexible silhouette. It has also recently incorporated sustainability into its product line, partnering with dedicated partners to drive positive change in the world, promoting diversity and inclusion for all, and taking steps to minimize the environmental impact of their operations. In the early 2020s, Ugg announced the gradual elimination of wool from its products, shifting to a more sustainable collection, which led in 2024 to launch its first vegan Ugg boots in collaboration with designer Collina Strada, made from sugarcane and recycled polyester.
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