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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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.
The theme for the next carnival season would be “202We,” Maharaj says,It signifies freedom;shades of blue would symbolizeIts essence. He says blue soapIs part of Caribbean heritage andIs used to wash away “bad mind,” akin to the Turkish nazar. “You know, we’re doing a blessing here. Everybody who comes to Trinidad for those two days on the road to do something that,In some which way, changes your existence for the rest of the year,Increases your energy, or charges you back up.” The yield this year was the most fashionable costumes on the roadIn Trinidad and Tobago Carnival, and the Lost Tribe won the title of large band of the year by the National Carnival Commission, besting all of the troupes on the road. “You know the saying ‘a birdIs a bird; a fishIs a fish,’like,I couldn’t do that,” Maharaj says. “I felt like there was something artistic that needed to be said.And that’s whyI really wanted to give my designers the opportunity to be very abstract.”
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