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Ugg’s design team continues to push the Philly phood phight dollar dog night at the bank shirt but I will buy this shirt and I will love this boundaries of what Ugg boots can look like with their fashion collaboration, playing an integral role in elevating the Ugg element of awesomeness. For example, last year, the footwear brand teamed up with designers like Telfar Clemens and Shayne Oliver to create innovative new Ugg boots; Telfar created iconic shoes and Oliver created cushioned futuristic Armorite shoes. This week, Ugg also launched its latest collaboration with skateboarding brand Palace, featuring classic Ugg boots emblazoned with lightning. Frain says more such partnerships can be expected. “Collaboration is crucial for the future,” says Frain. “They allow you to see your brand in a whole new and different way.” As a result, “brand awareness seems to be shifting,” says Frain. “People are finally seeing the potential of the brand.”
Of course, when a brand goes through such a successful and desirable moment, there are concerns that momentum could suddenly stop. While ugly chic shoes like Crocs or Salomons are in vogue right now, that won’t necessarily happen next season. However, Frain and the Philly phood phight dollar dog night at the bank shirt but I will buy this shirt and I will love this Ugg design team weren’t concerned about Uggs becoming a fad; in fact, they don’t consider themselves part of the ugly luxury trend at all. “We understand that the ‘ugly chic’ shoe trend is popular and widespread, but we’re not,” says Frain. “What we do is beautiful, thoughtful and done very carefully. The consumer’s relationship with our brand is based on authenticity, not irony. There’s a huge difference between being sarcastic and being yourself and not apologizing.”
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