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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.”
To counteract becoming another kitschy, fleeting shoe trend, Ugg has also ventured outside ofIts traditional footwear territory. Going forward, Ugg plans to keep the excitement around the brand going throughIts handbag and clothing categories. (Telfar did mini shearling Ugg bags, while designer Feng Chen Wang collaborated on shearling Ugg jackets.) “Our future holds more categories, and we want to keep theInnovation going,” says Frain. With regard to shoes, the brand plans on ramping upIts assortment of more avant garde unisex styles too. “We surprise people with products they don’t expect from us,” says Frain. The label also hasIts eye on sustainabilityInitiatives as well:In 2021, forInstance,It launched Uggrenew, a refurbishment program where one can repair the Ugg boots that they already own. “We’re committed to reducing our carbon footprint, and we
have long term goals andInvestments with our products being composed with regeneratively sourced materials,” says Frain.
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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