UGG

The story of UGG

In the late 1970s, Brian Smith was a hardworking Australian accounting student with a passion for surfing, music, and meditation. One day, he heard a song on the radio that would change his life. On a whim, he quit his job and headed to California.

There, he was swept away by the feeling of unbridled freedom and the counterculture of the surfing scene. But he noticed that his Southern Californian surfing friends didn't wear sheepskin boots like the Australians did on cool mornings after a surf session. It was at that very moment that the idea for the UGG brand was born.

Brian Smith worked tirelessly to bring his unique idea to life. He visited over 150 stores in Southern California, but received the same answer everywhere: his product simply wouldn't go with flip-flops and boardshorts.

But Smith didn't give up. He initially sold his boots directly from his van, like in a pop-up store, and even wore them himself on Malibu Point Beach. His approach was simple: through word of mouth, he got people to line up under the California sun to buy his boots.

They soon became the latest must-have, and retailers and large chains clamored to include the coveted shoes in their product range.

Within ten years, Hollywood took notice of UGG boots, and celebrities wore them on the red carpet and in paparazzi photos. The brand, founded by Brian Smith, gained increasing popularity until he eventually sought a company to further expand it.

In 1995, Smith partnered with the Californian company Deckers Brands – and the rest is history. Deckers made the UGG brand known worldwide, always focusing on the high quality and craftsmanship that had been central to the brand since its inception.

UGG remains committed to providing durable products and unique experiences – based on traditional craftsmanship, but with a modern perspective that meets the needs of an international clientele.

Since its inception, UGG has consistently produced new, unconventional designs, occasions, and innovative materials. And that's not all. The brand's history serves as a constant reminder of what it stands for: creativity, uniqueness, and a rebellious spirit.