Brand Guide: UGG


Brand Guide: UGG

It seems as though the UGG boot has been a wardrobe must-have for decades. A practical boot as well as a sartorial staple, UGG has seen itself ascend to the top of the footwear throne.

UGG was the brainchild of Brian Smith and Doug Jensen; two Australian surfers living in California in the 70s. Smith had noticed that sheepskin footwear (an essential in Aus) was not something that the American market had caught on to yet. From this simple observation, UGG was born.

The brand achieved moderate success during the 80s and 90s – but it was in 2003, when the boot was endorsed by Oprah Winfrey, where it really took off. In the next decade, UGG grew exponentially. In 2012 alone they had reported sales of over $1 billion – selling a classic UGG boot every 8 seconds.

Brand Guide: UGG

As they use genuine sheepskin for their products, the issue of animal welfare is high on the priority list for UGG. Sheepskin is only sourced from suppliers who meet their strict standards of ethical sourcing – only sourcing from a select few countries that regulate the treatment of animals. These suppliers are all required to use humane animal treatment in order to prevent animal abuse and animal cruelty. This sheepskin is only taken from sheep that have been raised by farmers primarily for food -UGG believes that no sheep should be raised for their sheepskin alone.

So whether you’re catching waves on the Pacific coastline, or battling the elements in your local high street; UGG will never leave you high and dry.

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