Founded 1978
Ugg
From sheepskin boots to fashion trend
Ugg boots were originally worn by surfers in Australia but gained a reputation as 'ugly' shoes in the 1990s. Its revival came through celebrity endorsements and clever marketing that transformed them into a winter fashion staple.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1978
Founded
Australian surf culture
1980
California Import
Surf shop distribution
1990
Cultural Disdain
'Ugly shoe' reputation
2000
Celebrity Endorsements
Paris Hilton and Oprah Winfrey
2010
Fashion Acceptance
Runway appearances
2022
Sustainable Innovation
Vegan Ugg collection