UGG

The Story of UGG

In the late 1970s, Brian Smith was a hardworking Australian accounting student with a great 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 career and made his way to California.

There, he was swept away by the feeling of boundless freedom and the counterculture of the surf scene. But he noticed that his Southern Californian surf friends weren't wearing sheepskin boots, as 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. In Southern California, he visited over 150 stores, but received the same answer everywhere: his product simply wouldn't go with flip-flops and board shorts.

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

Soon, they became the latest must-have, and retailers and large chains were eager to get the coveted shoes into their assortment.

Within ten years, Hollywood also took notice of UGG boots, and celebrities wore them on the red carpet and in paparazzi photos. The brand founded by Brian Smith gained more and more popularity until he finally looked for a company to further develop it.

In 1995, Smith joined forces 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 since its beginnings.

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

Since its beginnings, UGG has continually produced new, unusual designs, occasions, and innovative materials. And that's not all. The brand's history reminds the company to this day of what it stands for: creativity, uniqueness, and a rebellious spirit.