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UGG Australia brand director for Asia-Pacific Paul Tinkler discusses the UGG brand’s new summer collection and expansion in Asia UGG, the sheepskin boot that began in 1978 as a foot-warmer for surfers coming out of cold water, is now a leading fashion brand.cacutebootswinter.com Paul Tinkler, brand director for Asia-Pacific, says that the brand is expanding into Asia where new categories are seeing the most growth. These include men's non-footware such as bags, and boat shoes that come with both leather and sheepskin liners, enabling entry into the spring market. The UGG brand may be synonymous with its ubiquitous sheepskin boot, but its making a bid to return its roots - the sandy shores of Australia's surfing paradise.
It's likely that if you're reading this you either own a pair of UGG boots or know someone that does. Since the mid-2000s, the sheepskin boot's impact has been so far-reaching it's now almost impossible to walk down any high street during the chilly seasons without seeing at least a handful of women wearing them.When they burst onto the fashion scene just less than a decade ago, thanks to the likes of Cameron Diaz and Kate Moss making them a staple in their off-duty wardrobes, demand was unrivalled. Waiting lists were drafted, queues snaked around blocks and shelves were cleared within minutes. Never before had we been presented with something that was both in vogue and practical - a magical equation if ever there was one.
They had their nay-sayers too, of course. As with everything - and especially in the fickle world of fashion - what goes up must eventually come down. On the whole, fashion publications turned up their noses, citing the slipper-like boot's inelegance as its downfall and labelling them a faux pas. Their popularity spawned countless high street versions that met neither the aesthetic nor comfort values of the original. A ferocious market for fakes was formed (UGG is said to be the world's second most-counterfeited brand, just behind Louis Vuitton).
But nevertheless the brand prevailed, and to this day remains as popular as ever. ugg classic tall pink It's all down to one thing, they say: comfort.Last February's blizzard-hit Fashion Weeks saw the likes of fashion journalist Lynn Yaeger, US Vogue 's Grace Coddington and Andre Leon Talley (who has his monogrammed) and stylista Alexa Chung turn to the signature boot to keep their tootsies toasty. Kate Moss still regularly sports hers, too.It is this heritage that UGG are keen to get back to - their roots in practicality and, most of all, comfort.
Hailing from the beaches of Byron Bay, Australia, the boot which made the UGG brand famous never really meant to become a fashion icon. Created purely out of practicality, the style kept the feet of surfers warm pre- and post-session.ugg classic tall pink They were brought to US shores by the UGG brand's founder Brian Smith, a keen surfer himself, in the mid-80s. They fitted in nicely with the laid back Californian style and eventually trickled through to the east coast where they hit the big time thanks to many a famous wearer. The immense popularity of the signature style allowed them to branch out and now a whole array of sandals, slippers, shoes and boots are available.
Cue a surfing trip of nervous journalists to Cornwall to see just how effective UGG is in its natural environment. After a couple of hours of being bashed and battered by vicious waves, many a pulled muscle and mouthful of salt water, it was easy to see where UGG came into play. It's a simple pleasure but an important one - there's nothing nicer than having warm, comfortable feet. It may sound simplistic but that's really all there is to it. UGG is a brand built on comfort, sometimes a dirty word in fashion, but they aren't embarrassed by it. In fact, they've built a billion-dollar, worldwide brand on it, and that's not to be sniffed at, is it?We suffer enough for our fashion, the least we deserve is a little cosiness.
