This week, boot company Ugg celebrates 40 years by releasing a new campaign and collection that honors the classic boot.
While many fashion companies have gotten an incredible, sometimes technological, update in the last 20 years, Ugg has stayed true to its original design. And the classic look is working! It would be hard to find someone under 35 who hasn’t worn a pair of Uggs at one point or another.
“We wanted to take the opportunity to look back to who we are as a California lifestyle brand that’s been embraced by bold and provocative people, so the images respect our heritage while featuring product on people we have connected with, but who may not seem like the people who’ve expressed the brand over the last 20 years,” stated Andrea O’Donnell, Ugg brand president.
Uggs have become a necessity in most closets. Despite the simple look, and design that changes just slightly, Ugg boots do their job. They keep you warm first and stylish second, so they’ve become king of universal, whether you love them or hate them. Men wear them, young people wear them, older people wear them, and they’ve become an incredibly popular baby shower gift.
Ugg’s ability to expand is pretty mind-blowing, especially with the brand’s newest embassadors – Heron Preston and British fashion model Adwoa Aboah – taking the boots from basic to basic to high fashion.
As Ugg celebrates 40 years, the new collection is called 40:40:40, in celebration of this milestone birthday for the company. Featuring some new designs and thread, all the classic Ugg models are up on the website.
About the anniversary, Ugg wrote on their page:
“Since 1978, UGG has been a brand that has defied convention. Born on the coast of Southern California during the height of counterculture, we have always stood for those who aren’t afraid to feel what they want to feel and look how they want to look. This year marks our 40th Anniversary. To celebrate, we envision a new future that’s still deeply rooted in our past by teaming our most popular icons with icons in fashion, innovation, and art. Bold and unapologetic, these unique individuals represent the next generation of UGG.”
Last week, Ugg rolled out the red carpet in celebration with an anniversary party where guests were welcome to wear their favorite cozy boots while being photographed by paparazzi. The company’s newest spokesmodels were in attendance, along with celebs like Vanessa Hudgens, Anne Winters, model Tess Holiday, and more.
However, the Ugg anniversary party did have some protestors from PETA parked right across the street. It’ll be interesting to see what happens with companies like Ugg, who are based out of California now that the city council of Los Angeles voted to ban fur sales. While the city will take its time before rolling out a plan, businesses like Ugg might be in danger. With LA playing host to thousands of designer boutiques that use leather, some designers may lose momentum after the ban. It’ll be interesting to see how Ugg handles it!
