vintage photo of three surfers standing by a car

The birth of an icon

In 1978, a young Australian surfer founded the UGG brand on the shores of Southern California. His Aussie roots forged a strong love for sheepskin and he was convinced the world would one day share this love.

surfers in 1980

A coastal classic

By the mid 1980’s, the UGG brand had become a symbol of relaxed southern California culture, gaining momentum through surf shops up and down the California coast.

2000 Oprah's favorite thing the Ugg Katia boots


In 2000, Oprah emphatically declared UGG one of her “Favorite Things” and we gifted 350 pairs of boots to her studio audience.

woman wearing Ugg boots


UGG took the New York Fashion world by storm in the early 2000’s, evolving from boots and slippers to stylish luxuries that graced the pages of Vogue.

girl wearing Ugg classic boots on a beach

Making Waves

In 2003, UGG debuted baby blue and pink classic boots. For the first time ever, the iconic boot was offered in pastel hues. Featured again on Oprah’s “Favorite Things”, the sorbet shades were an instant success, and the brand exploded overnight.

interior of Ugg retail store in Soho

hello SOHO

In 2006, UGG opened the doors to the brand’s very first retail store in Soho, making its mark on the fashion capital of the world. NYC was the perfect place for the brand’s first flagship store, providing UGG fans a powerful physical expression of the brand and offering a place to experience firsthand the full breadth of the line.

storefront of Ugg retail store in Japan

Kon’nichiwa Japan

In 2006, UGG opened the Omotesando Hills store in Japan, marking the first step of international expansion.

storefront of Ugg retail store

Ni Hao China

In 2008, UGG opened the Beijing Solana store in China, the first of what would become over 50 stores in China.

storefront of London Ugg retail store

Hello London

In 2008, UGG opened the Westfield and Covent Garden stores in London, increasing international reach and providing UK fans a destination to experience the UGG brand firsthand.

woman wearing Ugg boots

tough luxe

In 2009 UGG shook up the fashion scene and teamed up with Jimmy Choo to create an edgy capsule collection.

“Other than Jimmy Choo, UGG is really the only other footwear I have in my wardrobe.” - Tamara Mellon, OBE, Founder and Chief Creative Officer, Jimmy Choo

Ugg classic boots with rhinestones

all that glitters

Renowned for its signature sparkle, UGG teamed up with Swarovski Elements® in 2010, offering custom designs via decadent shimmering crystals.

Tom Brady uggs

TOM BRADY joins the team

In 2011, UGG partnered with star quarterback Tom Brady.

“He embodies the stylish casual attitude that is at the foundation of every product we make, and is as much a style icon off the field as he is a playmaker on it.” - Angel Martinez, Deckers Brands Chairman and CEO.

woman wearing Ugg boots
UGG Collection made in Italy

UGG stepped into the world of high fashion in 2011 with UGG Collection, fusing the timeless craft of Italian shoemaking with the luxe feel of sheepskin.

“When we decided to add a high-fashion collection, Italy was the first place we looked to for inspiration.” - Leah Larson, VP Creative Director

interior of Ugg retail store
UGG for Men Logo

a first for men

In 2012, UGG opened the doors to its very first UGG for Men store on 5th Avenue in NYC.

Bonjour Paris

In 2012, UGG opened the Le Marais store in Paris, adding France to the list of ever-expanding UGG regions that included Japan, China, Korea, Taiwan, Russia, Canada, Mexico, and the UK.

Ugg chunky knit throw pillows

welcome home

Striking a harmonious balance between classic UGG comfort and decadent décor essentials, the Home Collection launched in 2013.

“Our longtime customers tell us there's a feeling you get when you slip on an UGG boot or slipper - a combination of relief and utter comfort that is almost indescribable. We've translated that feeling of luxurious comfort into our first collection of UGG products for home.” - President Connie Rishwain

mens and womens Ugg robes

soft. Served.

The ultimate in nonchalant luxury, UGG launched Loungewear in Fall 2013. In true UGG tradition, sumptuous silhouettes fused a snuggly feel and flattering fit for the epitome of comfort-wear.

Ugg classic boots on a beach

35 years in the making

September 2013 marked the 35th Anniversary of UGG’s arrival in the United States. To commemorate the milestone anniversary, UGG debuted a ’78 capsule collection and kicked off a global celebration rooted in 70’s surf culture.

Ugg By You Yours by Design


UGG by You launched in Fall ’13, offering completely customizable one-of-a-kind classics. The UGG By You customization program continued its success in Fall ’14, with customization features that included over 11,000 possible color combinations, custom Swarovski® decals and monogramming, charms and color-pop ribbons.

Ugg twinsoles
twinsole logo

In 2013 Twinsole™ launched, offering the versatility of interchangeable insoles. Convertible footwear could now be worn with traditional cushioned insoles, or luxurious wool insoles, delivering signature UGG comfort in two forms.


Authentic American craftsmanship at its best, the Made in the America Collection launched in Fall ’14, celebrating high-quality construction and premium materials sourced entirely in the USA.

I Heart UGG
child wearing Ugg boots

Poised to capture the heart of the burgeoning fashionista, I Heart UGG launched in Fall 2014 with girlie-gone-glam remakes for next generation’s street style stars.

“We wanted to give [this customer] an exclusive product. It will definitely look different than the UGG line, but it will have the DNA. This gives her her own identity.” - President Connie Rishwain

person looking at Ugg website
This is UGG Logo

In Fall ’14 UGG launched the new brand campaign, “THIS IS UGG.” Life tells us to find those big moments. The ones that change things forever. The giant leaps. The great adventures. But real life happens in the smaller moments. THIS IS UGG is a collection of stories that embrace these small, but significant moments in our lives. The moments when we share and connect with others. These are UGG moments. This is what feels like nothing else.