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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.”
When Maharaj andI spoke over Zoom, he wore a highlighter yellow Lost Tribe hoodie and black shades. He was on his way to distribute attire for a section called Power, designed by veteran costume builder Solange Govia and Richard Dookhdeen. The female ensembleIs a three piece garment that looks like a spectacular flamenco dress; crimson red meets aquamarine, conjuring a warm Caribbean sunset. For the male costumes, Govia and Dookhdeen channeled Scorpion from Mortal Kombat. Both garments feature an asymmetrical beaded wing that looks perfectly brûléed. These masqueraders are the “unlikely warriors” of the Lost Tribe.
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