UGG History

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The Company Description of Its Time

Ugg boots - sometimes written uggs - are, in Australia and New Zealand, a unisex style of sheepskin boot made by many makers. In most other countries, however, UGG is a well-known brand of footwear owned by Deckers Brands: the plush, twin-faced sheepskin boot with the fleece turned inward that became a defining comfort shoe of the 2000s and has since grown into slippers, sandals, apparel and home textiles.

The Boot That Surfers Built

The classic UGG boot pairs a twin-faced sheepskin upper - suede outside, wool fleece inside - with a lightweight sole. Worn barefoot, the fleece wicks moisture and regulates temperature, which is why Australian surfers first pulled them on after cold morning sessions. That same construction made the boot a year-round comfort shoe far from the beach, and it anchors the UGG Boot Colors guide linked from this profile.

1978: A Surfer Starts a Brand

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-1980s, 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 Winfrey emphatically declared UGG one of her 'Favorite Things' and gifted 350 pairs of boots to her studio audience. UGG took the New York fashion world by storm in the early 2000s, evolving from boots and slippers to stylish luxuries that graced the pages of Vogue. In 2003, UGG debuted baby blue and pink classic boots - the first time the iconic boot was offered in pastel hues - and, featured again on Oprah's 'Favorite Things', the sorbet shades were an instant success as the brand exploded overnight.

Stores Around the World: 2006 to 2012

In 2006, UGG opened the doors to the brand's very first retail store in SoHo, New York, providing fans a physical expression of the brand and the full breadth of the line. The same year brought the Omotesando Hills store in Japan, the first step of international expansion. In 2008 came the Beijing Solana store in China - the first of what would become over 50 stores in China - and the Westfield and Covent Garden stores in London.

In 2011, UGG stepped into the world of high fashion with UGG Collection, fusing the timeless craft of Italian shoemaking with the luxe feel of sheepskin. In 2012, UGG opened its first UGG for Men store on Fifth Avenue in New York City, and the Le Marais store in Paris, adding France to a list of regions that already included Japan, China, Korea, Taiwan, Russia, Canada, Mexico and the United Kingdom.

Collaborations, Collections and the 35th Anniversary

In 2009, UGG shook up the fashion scene by teaming with Jimmy Choo on an edgy capsule collection - 'Other than Jimmy Choo, UGG Australia is really the only other footwear I have in my wardrobe,' said Tamara Mellon, Jimmy Choo's founder and chief creative officer. In 2010 came a partnership with Swarovski Elements, offering custom designs in shimmering crystals, and in 2011 a partnership with quarterback Tom Brady, who, in Deckers chairman Angel Martinez's words, embodied the stylish casual attitude at the foundation of every UGG product.

The Home Collection launched in 2013, translating the feeling of slipping on an UGG boot into decor essentials, and Loungewear followed in fall 2013. September 2013 marked the 35th anniversary of UGG's arrival in the United States, commemorated with a '78 capsule collection and a global celebration rooted in 1970s surf culture. The UGG by You customization program, launched in fall 2013, offered over 11,000 possible color combinations with Swarovski decals, monogramming, charms and color-pop ribbons; Twinsole interchangeable insoles launched the same year, and the Made in America Collection and I Heart UGG line arrived in fall 2014 alongside the 'THIS IS UGG' brand campaign.

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