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Who They Are

It started in 1978, when Australian surfer Brian Smith moved to Southern California with a dream. Designing a product unlike any other from his favorite material – sheepskin – the Classic Boot was born. By the mid 80s, UGG became a symbol of SoCal beach culture, gaining momentum through surf shops from San Diego to Santa Cruz. Adopted by the fashion elite and then the world, the brand has since expanded beyond the icon to design footwear, apparel, accessories, and homeware with an uncompromising attitude toward creativity, quality, and craftsmanship.

What They Deliver

Founded on FEEL, UGG is dedicated to long-lasting quality and enduring designs that transcend trends. An industry leader in premium materials, they became known by the feeling they deliver – lending comfort and support where and when you need it most, and empowering you to feel however you want to feel. Like a lasting hug from a loved one or friend, the feeling of UGG is an undeniable and authentic attribute of our brand, and the emotional connection they have always possessed with their consumers.

How They Behave

Bold, provocative, and real, UGG is a purpose-driven brand for those who refuse to be defined by convention: for those who do things their way, the only way. With style, individuality, and togetherness always in mind, they partner with multi-hyphenate creatives and activists from around the world, whose stories inspire them to celebrate freedom of expression and explore topics that matter. In telling their stories, they tell theirs.

What They Believe In

UGG cares deeply about doing business the right way – developing innovative products while respecting our people and planet. That’s why they joined the United Nations Global Compact (UNGC) in 2016, the world’s largest corporate sustainability initiative with over 9,500 participating companies. Working with expert partners to drive positive change in the world, they promote diversity and inclusion for all, and are taking steps to understand and minimize the environmental impact of their operations.