In the spirit of bringing people together, Ugg will also host a series of activations and events, including the next rendition of its Feel House—a 10-day community retail space with artwork, live performances, and other activities that it first hosted in 2022 in Brooklyn, Seoul and Chengdu, China. 

A global ‘Uggaissance’

The campaign comes as Ugg, a brand once strongly associated with the Y2K era, surges back into fashion. 

Influencers, TikTokers, and celebrities including Bella Hadid and Kendall Jenner have been spotted in the shoe, which also appeared on numerous Fashion Week runways this year. Marie Claire called it the “Uggaissance.”

Ugg’s comeback is paying off with business results. Owner Deckers Brands reported a 22.1% increase to $825.3 million in net sales during its first quarter this year, driven partly by Ugg’s performance. Ugg’s sales were up by 14% in the quarter. 

Since Ugg’s early 2000s heyday, when Oprah Winfrey included it on her “Favorite Things” list and celebrities from Paris Hilton to Beyoncé flaunted the boot, the brand fell out of fashion around the 2010s. 

But recently—thanks in part to the rise of TikTok, where users have fueled a resurgence of nostalgic brands and culture from the 1990s and 2000s—subsequent generations have gone on to embrace the brand’s comfortable, everyday style. Underscoring its multigenerational appeal, in 2022 it signed Cher as the face of the brand.

Through social media, Ugg’s team has seen consumers of all backgrounds styling new, popular models, such as the mini and platform boots or the sandals, in various ways across different countries, Diarra observed.

“[Ugg] defies generations. When new people come into the brand, they are able to appropriate it and use it in a way that’s relevant to them,” Diarra said. “Influence is happening across borders.”