How the Ugg Boot Became Fashion’s Hottest New Shoe—Again

Of course, when a brand is 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 rage in 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 trend is popular and prevalent, but we’re not that,” says Frain. “What we’re doing is quite beautiful, thoughtful, and made with a lot of care. Our consumer’s connection to the brand is really about authenticity—not irony. There’s a very big distinction between being ironic, and being who you are and not being apologetic.”

To counteract becoming another kitschy, fleeting shoe trend, Ugg has also ventured outside of its traditional footwear territory. Going forward, Ugg plans to keep the excitement around the brand going through its 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 the innovation going,” says Frain. With regards to shoes, they plan on ramping up their assortment of more avant-garde unisex styles, too. “We surprise people with products they don’t expect from us,” says Frain. They also have their eye on sustainability initiatives as well: In 2021, for instance, they 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 and investments with our products being composed with regeneratively-sourced materials,” says Frain.

Whatever viral style Ugg plans to release in the near future, however, you can bet on the brand’s collections to always call back to its most iconic classic boot. Meaning, don’t expect them to release a sleek, non-shearling sneaker or stiletto anytime soon. “When we put a product out, we really want it to feel right,” says Frain. “We don’t want to be trying too hard or to be phony.” The brand has experienced consumer hysteria before, so this time they’re doubling down on their polarizing cozy boot—and backing it with pride. “Fashion can be cyclical, so the brands that stay true to their roots—and find ways to be in sync with the trends—are the ones that stay on top of it,” says Frain. “The Ugg boot is our North Star. It’s something in our past that is a treasure—and it’s the key to our future.”