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Still,It’s not easy to launch a product and make the world embraceIt especially a shoe that has been a worldwide phenomenon once before. For Frain, who has overseen Ugg’s footwear design for over six years now, the concept began with her design team taking a look at the classic Ugg and envisioning how they could modernizeIt. “It really started with the silhouette,” says Frain. “When you have a wonderfulIcon like that, you can do so many crazy things toIt; the team came up with really amazing, creativeIdeas to celebrate that.” Shortening the length of the cut and adding a thick platform toIt felt fresh and like the perfect way to bring the UggInto the present moment. “These things just made sense to us,” says Frain. “Alot of what we doIs about the feeling that we want to give consumers.Aplatform gives confidence;It gives you a stanceIn the world.It’s going to make you stand out and feel super confident.”
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, futuristicArmourite 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.”
Of course, when a brandIs having such a successful and covetable moment, there are concerns that the momentum could abruptly come to a halt. While ugly chic shoes such as Crocs or Salomons are all the rageIn fashion currently, that won’t necessarily be the case next season. Yet Frain and the Ugg design team are unconcerned about Uggs becoming a fad;In fact, they don’t consider themselves to be a part of the ugly chic trend at all. “We understand that the ‘ugly chic’shoe trendIs popular and prevalent, but we’re not that,” says Frain. “What we’re doingIs quite beautiful, thoughtful, and made with a lot of care. Our consumer’s connection to the brandIs really about authenticity notIrony. There’s a very big distinction between beingIronic and being who you are and not being apologetic.”
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