An American lifestyle brand best known for sheepskin boots and comfort-focused casual footwear.
Last updated October 7, 2026
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Overview
UGG is an American lifestyle and fashion brand best known for sheepskin boots, particularly its Classic Boot family. The brand was established in California in 1978 by Australian surfer Brian Smith and Doug Jensen, who sought to introduce Australian-style sheepskin footwear to the United States. After Jensen left the venture, Smith developed the business under the UGG name, initially selling a small number of boots through surf and specialty retail channels. The brand’s early identity combined Australian sheepskin heritage with a distinctly Californian casual-lifestyle context. UGG’s visibility expanded through several turning points. Its boots were worn by members of the United States Olympic team at the 1994 Winter Olympics, helping expose the label beyond Southern California. Deckers Outdoor Corporation acquired Smith’s business in 1995 and invested in wider distribution, product development, retail, and international expansion. The brand’s appearance on Oprah Winfrey’s “Favorite Things” in 2003 created a major demand surge and helped turn the Classic Boot into a widely recognized fashion item. Celebrity adoption and exposure in popular culture, including appearances associated with television, film, music, and fashion figures, further established UGG as a mainstream lifestyle label. Under Deckers, UGG expanded beyond its original sheepskin boots into slippers, sandals, sneakers, fashion boots, apparel, accessories, and home textiles. Key offerings have included the Classic Boot, Classic Mini, Neumel chukka, Tasman slipper, and other comfort-oriented footwear. The company has also used collaborations to broaden the brand’s cultural reach, working with Jimmy Choo, Swarovski, Pixar, Disney, and designer Collina Strada. In 2020, UGG introduced seasonal ready-to-wear collections for women, men, and unisex customers, with fleece, sherpa, faux fur, and athleisure influences. Its home collection, introduced in 2013, included blankets, rugs, pillows, and related soft goods. The brand’s geographic naming has been contentious. Although UGG originated in California and drew on Australian sheepskin-boot traditions, products sold under the UGG Australia name were manufactured in multiple countries, including China and Vietnam. Following scrutiny by the Australian Competition and Consumer Commission in 2016 concerning whether the Australia reference could mislead consumers, Deckers increasingly used the shorter UGG name and described the brand as Californian. Deckers continues to defend UGG trademark rights in numerous jurisdictions, while the term has also been the subject of disputes in Australia and elsewhere. UGG has faced criticism from animal-rights groups because traditional products use sheepskin and other animal-derived materials. The company has addressed material sourcing and product alternatives over time; Deckers announced a phase-out of alpaca wool across its brands by fall 2023, and UGG introduced vegan boots in a 2024 collaboration with Collina Strada using materials including sugarcane, Tencel, and recycled polyester microfiber. In 2025, an advertisement featuring NewJeans member Hanni attracted criticism in China over imagery that some viewers considered sexually suggestive and objectifying. UGG remains an active global brand within Deckers’ portfolio, positioned around comfort, recognizable silhouettes, casual fashion, and lifestyle accessories.
History
UGG began in California in 1978 when Australian surfer Brian Smith and Doug Jensen pursued distribution of sheepskin boots associated with Western Australia. Smith had studied at UCLA’s Anderson School of Management and was living in Santa Monica. The partners established UGG Imports, supported by investment from family friends. The first season was very small, with 28 pairs sold. Jensen transferred his interest to Smith in 1979, allowing Smith to develop the business independently. Smith later established UGG Holdings and registered a United States trademark incorporating a ram’s-head logo and the words “Original UGG Boot UGG Australia” in 1985. The business initially concentrated heavily on Southern California, but its audience widened when UGG footwear was associated with the United States Olympic team at the 1994 Winter Olympics in Lillehammer. Deckers Outdoor Corporation bought Smith’s business in 1995 and expanded distribution, retail presence, international operations, and the product range. During the late 1990s, UGG experienced sustained growth as Deckers converted the specialist sheepskin label into a broader global brand. The most important popular-culture turning point came in 2003, when UGG boots appeared on Oprah Winfrey’s Favorite Things. The resulting publicity helped make the Classic Boot a mass-market fashion item. UGG opened its first physical store in New York’s SoHo district in 2006 and its first international store in Japan later that year. The company subsequently pursued collaborations and category expansion: Jimmy Choo in 2009, Swarovski in 2010, and a men’s advertising campaign featuring Tom Brady in 2011. A dedicated UGG for Men store opened in New York in 2012. Home products were added in 2013, while later collaborations included Pixar and Disney-themed footwear and apparel. UGG’s product identity broadened during the 2010s and 2020s from traditional sheepskin boots to slippers, sneakers, sandals, apparel, accessories, and home goods. In 2020, it introduced seasonal ready-to-wear collections led by a new senior design team. These ranges used athleisure references and materials such as fleece, sherpa, and faux fur, and included women’s, men’s, and unisex products. Trademark questions have accompanied the brand’s international growth. In Australia, earlier UGH and UGH-BOOT registrations associated with another footwear business were removed for non-use in 2006, while certain stylized UGG Australia registrations remained. Deckers has also litigated or challenged uses of similar marks, including a United States case involving Koolaburra. The company has pursued enforcement against counterfeit websites, online listings, and imported footwear. In 2016, Australian consumer-law scrutiny of the UGG Australia name led Deckers to emphasize UGG alone and to describe the brand as Californian rather than Australian. Animal-welfare organizations, including PETA, have criticized traditional sheepskin footwear and promoted alternatives. UGG products are manufactured in multiple countries, including China and Vietnam, and sheepskin has been sourced through tanneries supplied with raw skins from Australia and the United Kingdom. Deckers announced an alpaca-wool phase-out by fall 2023. In 2024, UGG presented vegan boots created with Collina Strada using sugarcane, Tencel, and recycled polyester microfiber. The brand continues to operate internationally as a major Deckers lifestyle label, balancing its heritage boot franchise with comfort footwear, apparel, accessories, collaborations, and home products.
- 2024
First vegan boots announced
[1]UGG collaborates with Collina Strada on vegan boots made with plant- and recycled-material components.
- 2020
Seasonal ready-to-wear introduced
[1]UGG launches seasonal apparel collections for women, men, and unisex customers.
- 2016
Brand name shifts from UGG Australia to UGG
[1]Deckers changes its principal branding in response to Australian regulatory scrutiny of the geographic reference.
- 2013
Home collection launches
[1]UGG expands into home goods including rugs, blankets, pillows, and related soft furnishings.
- 2009
Jimmy Choo collaboration
[1]UGG and Jimmy Choo release a capsule collection combining the two brands’ design languages.
- 2006
First flagship and international store
[1]UGG opens its first brick-and-mortar store in New York’s SoHo district and its first international store in Japan.
- 2003
Oprah feature drives mass awareness
[1]UGG boots appear in Oprah Winfrey’s Favorite Things, producing a significant demand and recognition boost.
- 1995
Deckers acquires UGG
[1]Deckers Outdoor Corporation purchases Smith’s business and begins scaling the brand internationally.
- 1994
Olympic exposure increases visibility
[1]UGG boots are worn by members of the United States Olympic team at the Lillehammer Winter Olympics.
- 1985
United States ram-logo trademark registered
[1]UGG Holdings registers a United States trademark featuring a ram’s-head logo and the Original UGG Boot wording.
Products and positioning
A premium-to-upper-mid-market casual lifestyle brand centered on comfort, sheepskin heritage, relaxed Californian style, and recognizable footwear silhouettes.
Sheepskin boots
Classic Boot
UGG’s signature boot family, built around a soft sheepskin or sheepskin-inspired construction, a relaxed shaft, and a comfort-led casual silhouette. The Classic Boot became the brand’s defining product after widespread celebrity and media exposure in the early 2000s.
Sheepskin boots
Classic Mini
A shorter version of the Classic Boot designed to retain the recognizable UGG look while offering a lower shaft and easier everyday styling. It is part of the brand’s core Classic franchise.
Casual boots
Neumel
A chukka-style casual boot that extends UGG’s comfort positioning beyond the tall sheepskin boot. The line is associated with a lace-up profile and everyday, cross-season wear.
Slippers and casual footwear
Tasman
A low-profile comfort shoe in UGG’s slipper and casual-footwear portfolio. The Tasman reflects the brand’s emphasis on soft linings, relaxed styling, and indoor-to-outdoor lifestyle use.
Home textiles · 2013
UGG Home
The home collection introduced rugs, blankets, pillows, and other soft household products, extending UGG’s comfort and tactile-material proposition into the home category.
Apparel · 2020
UGG Ready-to-Wear
Seasonal apparel introduced in 2020 across women’s, men’s, and unisex ranges. The collections draw on athleisure and use materials and textures such as fleece, sherpa, and faux fur.
Vegan footwear · 2024
UGG x Collina Strada vegan boots
A 2024 collaboration that introduced UGG’s first vegan boots, using materials including sugarcane, Tencel, and recycled polyester microfiber as alternatives to conventional animal-derived components.
Controversies
2025
Criticism of Hanni advertisement in China
A UGG advertisement featuring NewJeans member Hanni drew criticism in China over imagery that some viewers regarded as sexually suggestive and objectifying women.
2016
Australian branding and consumer-law scrutiny
The Australian Competition and Consumer Commission investigated a complaint that using Australia in UGG Australia branding could mislead consumers when products were manufactured in countries including China and Vietnam. Deckers subsequently emphasized the UGG name and Californian identity.
2000
Animal-welfare criticism of sheepskin products
Animal-rights organizations, including PETA, have criticized UGG footwear because traditional boots use sheepskin and have encouraged consumers to choose non-animal alternatives. Public criticism has continued alongside the brand’s material and vegan-product initiatives.
Marketing campaigns
- 2024Collina Strada vegan footwear collaboration
Global
UGG worked with designer Collina Strada on vegan boots using sugarcane, Tencel, and recycled polyester microfiber.
Outcome. Introduced a material-alternative proposition within the core boot category.
- 2015Pixar collaboration
Global
UGG announced a Pixar collaboration and released a capsule collection inspired by Inside Out, alongside Disney-themed footwear featuring characters including Mickey Mouse, Minnie Mouse, and Tinker Bell.
Outcome. Extended the brand into entertainment-linked licensed and collaborative product.
- 2011UGG for Men campaign featuring Tom Brady
United States
UGG launched its first dedicated men’s advertising campaign, using New England Patriots quarterback Tom Brady to support expansion of the brand’s men’s business.
Outcome. Strengthened the men’s footwear positioning.
- 2003Oprah’s Favorite Things
United States
UGG boots were featured in Oprah Winfrey’s Favorite Things, including a large purchase for the program’s staff and audience. The exposure substantially increased the brand’s visibility and helped establish the Classic Boot as a mainstream fashion product.
Outcome. Major increase in awareness and demand.
Brand decisions
2024
Launch of vegan bootsProduct launchBackground
Animal-welfare criticism and consumer interest in alternative materials created pressure to offer products without conventional animal-derived materials.
Action taken
UGG collaborated with Collina Strada on vegan boots using sugarcane, Tencel, and recycled polyester microfiber.
Aftermath
The collaboration established a vegan option within UGG’s boot portfolio.
2020
Expansion into seasonal ready-to-wearProduct launchBackground
UGG sought to extend its comfort-focused footwear identity into apparel and broader lifestyle dressing.
Action taken
The brand introduced seasonal collections for women, men, and unisex customers, with athleisure, fleece, sherpa, and faux-fur influences.
Aftermath
UGG’s assortment broadened beyond footwear into a more complete lifestyle offering.
2016
Rebrand from UGG Australia to UGGStrategyBackground
Australian regulators scrutinized whether the Australia reference could be deceptive or misleading for products manufactured outside Australia.
Action taken
Deckers adopted UGG as the principal brand name and increasingly presented the label as Californian.
Aftermath
The shorter UGG identity became the brand’s principal international presentation, while trademark disputes continued in some markets.
1995
Deckers acquires the UGG businessM&ABackground
UGG was a small California-origin footwear business with growing recognition but limited scale.
Action taken
Deckers Outdoor Corporation acquired the business and developed it through broader distribution, retail, international expansion, and product diversification.
Aftermath
UGG became a major international brand within the Deckers portfolio.
Recent events
Reported
UGG releases 2022 spring-summer campaign[3]
UGG released its 2022 spring-summer campaign, featuring Asia-Pacific ambassador Zhou Dongyu presenting three styles of the Fluff collection.
Reported
UGG launches Sesame Street shoe collection[4]
UGG launched a Sesame Street-themed shoe collection featuring Neumel, Bixbee and Fluff Yeah styles inspired by Elmo, Cookie Monster and Big Bird. The collection is available for infants, toddlers and kids.
Reported
Ugg launches the “Feel You” Autumn/Winter 2021 campaign[5]
Ugg launched its “Feel You” campaign for Autumn/Winter 2021, featuring creatives including Evan Mock and Lachlan Watson wearing Ugg styles. The campaign presents individuality and personal style as its themes.
UGG partners with Lil Nas X for Pride campaign[6]
UGG partnered with Lil Nas X and the Pacific Pride Foundation for its #UGGPride Campaign and announced Lil Nas X as the brand's new spokesperson.
UGG names Lil Nas X spokesperson for Pride campaign[7]
UGG announced Lil Nas X as the spokesperson for its #UGGPride Campaign and all-gender Pride-inspired products.
Reported
Ugg launches 2021 Pride campaign and collection[8]
Ugg released its 2021 Pride campaign featuring Lil Nas X and Omari Douglas, alongside a collection of slides and apparel available online.
Reported
UGG joins The Valuable 500[9]
UGG joined The Valuable 500, a global movement focused on putting disability inclusion on the business leadership agenda.
Reported
UGG partnered with Patrisse Cullors and the Hammer Museum to present a global dance party[10]
UGG announced its partnership with Patrisse Cullors and the Hammer Museum to present “F*ck White Supremacy, Let's Get Free,” a global digital dance party planned for April 11, 2021.
Reported
Telfar and UGG announce a collection collaboration[11]
Telfar and UGG announced a collaboration on a new collection planned to launch in 2021.
Reported
UGG debuts FEEL. artist films[12]
UGG debuted its FEEL. films featuring Made in L.A. 2020 artists MR. WASH and Sonya Sombreuil as part of its FEEL. theme.
Sources13 sources
- 1UGG (brand)en.wikipedia.org
- 2UGG official websiteugg.com
- 3UGG发布2022春夏主题大片prnasia.com
- 4UGG 推出 Sesame Street 鞋履系列k1047.com
- 5Ugg推出2021秋冬“Feel You”宣传活动vmagazine.com
- 6UGG与Lil Nas X合作开展骄傲月活动929tomfm.iheart.com
- 7UGG任命Lil Nas X为骄傲主题活动代言人103xonline.iheart.com
- 8Ugg推出2021年骄傲主题宣传活动及系列产品thepinknews.com
- 9UGG加入The Valuable 500prnewswire.com
- 10UGG与Patrisse Cullors及Hammer Museum合作呈现全球舞会prnewswire.com
- 11Telfar与UGG宣布合作系列the-independent.com
- 12UGG推出FEEL.艺术家影片prnewswire.com
- 13UGG Launches 'Feel Good.' On World Values Dayprnewswire.com
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