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Swiss Fashion DG

How did the UGG brand become a key player in the luxury fashion and bag industry?

The UGG brand has become a benchmark in luxury fashion, but its early successes were much talked about many years ago. With its comfortable boots and many other accessories that are still popular with thousands of followers, it has established itself in a highly competitive environment. Over the years, this prestigious brand has added to its already impressive record of achievements. What is the secret behind the incredible success of the UGG brand and for which types of women are its creations aimed?

The UGG brand made its debut in the 1970s in Australia. The flagship products at the time were classic footies, handmade shoes made from sheepskin and wool.

The year 1978 marked the beginning of the UGG brand. Brian Smith, a young Australian and manager of UGG, set up shop on the shores of the Pacific with his famous boots. No doubt attracted by their practicality, some surfers in Byron Bay (Southern California) did not hesitate to buy them.

Even though these famous shoes looked very simple, they were far from lacking in originality and were very effective in warming up your feet after long hours in the water. The fame of these UGG boots spread like wildfire. This flagship creation challenged established codes through the innovative and daring spirit of its designer.

Two years after this explosive entry, UGG has established itself as a benchmark for a casual lifestyle. Trendy, glamorous and substantially wild, footies have become the go-to accessory for Southern California beachgoers.

From then on, UGG boots started appearing in surf accessory shops and then caught on with Hollywood stars.

As the 1990s drew to a close, UGG's fame had already spread far and wide. While it was not surprising to see the shoes on the feet of ordinary people, celebrities and fashion personalities were not afraid to wear them in public. The snowball effect that ensued was particularly noticeable throughout the rest of the decade.

It is clear that the success of UGG was already apparent in the early years of its existence. However, it was in 2000 that the brand really took off.

When Oprah Winfrey praises UGG on live TV

The catalyst for this was the famous Oprah Winfrey show. The TV diva and opinion leader expressed her admiration for UGG boots to millions of viewers. If some people were still sceptical about buying this UGG design, this presentation by the star removed all their reservations.

Oprah Winfrey's influence soon led to the brand finding well-known ambassadors. Celebrities such as Kate Moss, Claudia Schiffer and of course the very famous Pamela Anderson passed through.

UGG sets out to conquer the world

With its success and growing reputation, UGG has become an iconic fashion and luxury brand and has established itself internationally with a substantially wild style.

A wave of success, followed by an avalanche of appearances in the pages of the most prestigious fashion magazines.

New UGG designs also dazzled fashionistas and the brand's now overwhelming evolution started with the storming of New York. Its already popular line of boots and slippers was complemented by a new luxury range that appeared in the pages of the famous Vogue magazine.

Then it was London's turn with the opening of the Westfield and Covent Garden shops. This new step only served to strengthen the international image of the UGG brand. Japan and China were soon conquered in 2006 and 2008 respectively.

In the Land of the Rising Sun, it was the opening of a shop in Omotesando. In China, the world witnessed the opening of two shops in Solana and Beijing. The number of sales offices throughout the country has grown steadily and there are now more than 50 shops throughout China. Korea, Canada, Russia and Taiwan also witnessed the rise of UGG.

Bold and successful collaborations

The brand's collaborations with prestigious houses such as Jimmy Choo, Alexa Chung, Swarovski, have propelled it into the arena of the most prominent haute couture houses.

By teaming up with Jimmy Choo in 2009, a bold capsule was born, and against all odds, sales figures soared. The following year, it was the design of customised models with glittering crystals that caused a sensation when UGG teamed up with Swarovski.

A continuing trend

UGG's success was so explosive that it should have faded away, yet the brand keeps renewing itself, surprising and attracting women in search of luxury, trend, glamour and originality. UGG reveals itself once again through luxury bags. Bags that transgress traditional codes with that special touch that only the UGG brand has managed to master: Wild luxury and glamour.

A resolutely balanced paradox conceptualised to reveal intense, modern and sexy women.

Always committed to good causes

Far from being a simple clothing brand, UGG is also the materialization of a profound ideal. The brand is constantly engaged in social actions and has always proved its commitment to the planet and to the protection of animals.

After supporting many emerging personalities, her support for the Black Lives Matter movement in 2020 was widely appreciated by thousands. Committed to the fight against racism and all other forms of segregation, UGG does not hesitate to fight for diversity and inclusion.

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