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UGG Australia is the global leader in luxury sheepskin footwear.

Brand focus:

UGG Australia

According to an Australian dictionary, ug or ugh boots are fleecy-lined boots with an untanned upper. The soft and cozy sheepskin boots have been made in Australia for almost 200 years, and today there are more than two dozen manufacturers of ug boots in Australia and New Zealand. The boots became popular with Australian surfers in the 1960's, and found their way to the United States ten years later. UGG Australia, with a capital U and two G's, is a brand that makes ug boots.

The UGG Australia story began in 1978, when Brian Smith, a young Australian surfer, took a trip to the United States with a bag full of ug sheepskin boots, and tried to sell them to retail stores in New York. Three days later he was still without any takers, and almost completely out of money.

Brian was frustrated with his lack of success. Finally, he realized that he should aim his efforts at American surfers. He headed west, and found a small group of well-travelled surfers who had brought similar ug boots back from Australia to share with their surfing friends. In California, the UGG Australia brand began to take shape.

UGG Australia was acquired by Deckers Outdoor Corporation in 1995. By 1998, the product line had grown to include two boots, four slippers and a few casuals. It was in 1998 that the critical repositioning of UGG took place. The brand was positioned as a high-end luxury footwear brand, made evident by a premium distribution strategy and high-end fashion marketing. Various celebrities, like Pamela Anderson and Oprah Winfrey, have been photographed wearing UGG boots. However, UGG Australia is not just synonymous with luxury boots. The brand has brought UGG luxury to a whole new lineup of products, like wedges, espadrilles, ballet flats and sleek sandals. A favorite for the summer season is the flip flop Fluffie, which has a soft fleece footbed. Shopbop and are great places to shop for UGGs and other Australian sheepskin boots.

Want to know more? Take a look at our Guide to Accessories Stores.

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