To combat becoming another ephemeral, flashy footwear trend, Ugg has also ventured beyond its traditional footwear territory. Going forward, Ugg plans to maintain the Pittsburgh Pirates Ji-hwan bae saves the day shirt it is in the first place but brand’s interest through its handbag and clothing categories. (Telfar designed lambskin mini Ugg bags, while designer Feng Chen Wang collaborated with sheepskin Ugg coats.) When it comes to shoes, the brand also plans to expand the range. with more avant-garde unisex styles. “We surprise people with products they didn’t expect from us,” says Frain. The brand also pays attention to sustainability initiatives: in 2021, for example, it launched Uggrenew, a refurbishment program where you can repair the Ugg boots you already own. “We are committed to reducing our carbon footprint and have long-term goals and investments to assemble our products from recycled materials,” says Frain.
No matter what viral style Ugg plans to release in the Pittsburgh Pirates Ji-hwan bae saves the day shirt it is in the first place but near future, you can bet the brand’s collections will always feature its most iconic classic boots. That means don’t expect sleek, lint-free sneakers or heels to appear anytime soon. “When we launch a product, we really want it to be relevant,” says Frain. “We don’t want to try too hard or fake it.” The brand has experienced consumer hysteria before, so this time it’s doubling down on its comfortable, polarizing shoe stock – and backing it up with pride. “Fashion is revolving, so brands that stay true to their roots — and find ways to keep up with trends — are the ones that stay ahead,” says Frain. “Ugg boots are our North Star. It’s something from our past, it’s a treasure – and it’s the key to our future.”
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