The UGG Story: From Beach Boots to Cultural Icon
In the late 1970s, a young accounting student named Brian Smith had a life-changing idea. He left his home in Australia and traveled to Southern California, where he discovered a vibrant surf culture that valued individuality above all else.
But there was one thing missing: the sheepskin boots that surfers back home wore to keep their feet warm after chilly morning sessions. Smith saw this as an opportunity and made it his vision to fill the gap in the market.
After being rejected by local surf shops, Smith took matters into his own hands and began selling his boots “pop-up” style at Malibu Point Beach. It didn’t take long for the shoes to become the next big thing, and within a decade, they caught the attention of Hollywood and the fashion world.
Celebrities began wearing UGG boots to red carpet premieres, award shows, and more. The brand quickly became known as a comfort essential and a style statement, suitable for everyday wear but also making waves in high-end spaces.
Today, UGG has evolved into a brand that sits at the intersection of sport, fashion, and culture. Its partners include renowned designers and creatives, and its collaborations range from celebrated designers like Telfar and Feng Chen Wang to athletes and icons like Kareem Abdul-Jabbar, Shareef O’Neal, and Nigel Sylvester.
Whether keeping surfers warm after early morning sessions or making a statement in NBA Tunnel fits, UGG seamlessly moves between worlds. As the brand approaches its 50th anniversary, it celebrates its diverse community while staying true to its surfing roots through its recently launched AW25 Brand Heritage campaign, “Iconic From the First Step.” The campaign includes a video featuring founder Brian Smith discussing how UGG combines comfort and creativity effortlessly.
What started as a simple beach boot has now become a symbol of versatility and cultural relevance, worn by trendsetters, rule-breakers, and those who live life with the same fearless spirit that Smith brought to Malibu in the ’70s. To learn more about the AW25 campaign, visit ugg.com.
