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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.”
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.”
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.
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