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The Ugg design team has continued to push the envelope of what an Ugg boot can look like withIts buzzy fashion collaborations, which have played anIntegral roleIn upping Ugg’s cool factor. This past year, forInstance, the footwear label has partnered with designers such as Telfar Clemens and Shayne Oliver on subversive new Ugg boot styles; Telfar created logo boots, and Oliver did a padded, futuristic Armourite boot. This week, Ugg also debutsIts latest collaboration with the skate brand Palace, which sees the classic Ugg boot coveredIn a lightning bolt print. Frain says you can expect many more of these partnerships to come. “Collaborations areIncrediblyImportant for the future,” says Frain. “They provide a way to look at the brandIn a completely fresh and different way.” As a result, “it feels like this perception of what the brandIsIs shifting,” says Frain. “People are finally seeing the brand’s potential.”

The Ugg design team has continued to push the envelope of what an Ugg boot can look like withIts buzzy fashion collaborations, which have played anIntegral roleIn upping Ugg’s cool factor. This past year, forInstance, the footwear label has partnered with designers such as Telfar Clemens and Shayne Oliver on subversive new Ugg boot styles; Telfar created logo boots, and
Oliver did a padded, futuristic Armourite boot. This week, Ugg also debutsIts latest collaboration with the skate brand Palace, which sees the classic Ugg boot coveredIn a lightning bolt print. Frain says you can expect many more of these partnerships to come. “Collaborations areIncrediblyImportant for the future,” says Frain. “They provide a way to look at the brandIn a completely fresh and different way.” As a result, “it feels like this perception of what the brandIsIs shifting,” says Frain. “People are finally seeing the brand’s potential.”

Whatever viral style Ugg plans to releaseIn the near future, however, you can bet on the brand’s collections to always call back toIts mostIconic classic boot. Meaning, don’t expect the release of a sleek, non shearling sneaker or stiletto anytime soon. “When we put a product out, we really wantIt to feel right,” says Frain. “We don’t want to be trying too hard or to be phony.” The brand has experienced consumer hysteria before, so this timeIt’s doubling down onIts polarizing cozy boot and backingIt with pride. “Fashion can be cyclical, so the brands that stay true to their roots and find ways to beIn sync with the trends are the ones that stay on top ofIt,” says Frain. “The Ugg bootIs our North Star.It’s somethingIn our past thatIs a treasure andIt’s the key to our future.”
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