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.

woman wearing Ugg boots

haute shots

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.

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 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.

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.

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.

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 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.