Image (1) Celebrities caught on camera wearing UGGs Image (2) Quintessential Chestnut Suede
DESCRIPTION
The UGG boot is a tanned-suede and sheepskin boot with a rubber sole and cotton stitching that is worn by both men and women. The creator and founder of the boots, Brian Smith, created them with the casual lifestyle of California surfers in mind, creating the warm sheepskin inside. The iconic boot reaches several inches above the ankle and boasts a trademark fuzzy sheepskin layer that peeks out from the top seam. Unlike typical winter boots, the sole is not contoured; instead, the UGG sole is completely flat with textured ribbing to provide traction. Originally, UGGs were only manufactured in the shade of “Chestnut”. Pantone Color Institute Executive Director, Leatrice Eisman, describes the color as representing “warmth, comfort, honesty and dependability”. They were originally made of only suede and stitched together with the same color cotton thread. Recently, the brand has expanded to include other materials and many types of detail work with varieties of color and length above the ankle.
Image (3) The rise and fall of the UGG boot
HISTORY
UGGs first came into being in 1978, when Brian Smith founded his new company. The UGG boot meaning has shifted over time; while it used to symbolize a utilitarian winter boot that provide comfort and warmth, as time progressed the UGG boot became known for its aesthetic and what it portrayed; the status of wealth and style that took over the meaning of owning a pair of UGG boots. Not only do they range from $50-$150 in price, but multiple celebrities and icons have contributed to the trend’s shift as well. The brand evolved tremendously; by the 2000’s, UGG was making more products than just their classic boots, including slippers, clogs, and sandals. UGG transformed from an active, outdoor lifestyle brand to a symbol of style, casual, and luxurious fashion. UGGs have also made “Oprah’s Favorite Things” list. Leading up to present day industry, there has been a huge incline in the amount of imitation UGG boots sold. In 2009, 60,000 pairs of imitations were seized globally by customs agents. UGGs are an easy brand to copy due to their high price point and the rarity of finding them discounted. However, the imitation brands are of inferior quality to the original due to the use of low cost alternative materials.
CONTEMPORARY USAGE
Image (4) Tom Brady models UGG slippers Image (5) Matthew McConnaughey walks his dog wearing UGG boots
UGG boots have continued to rise and fall as a fashion trend throughout the better part of the last decade. As one would expect, the boots become popular in the winter when the original purpose of the boot can be maximized – nothing keeps your feet warm like sheepskin and suede! However, as the market becomes saturated and the ground begins to thaw, UGGs lose favor in the fashion world and sales begin to drop again. Regardless, the pendulum swings back in their favor every year as the temperatures begin to drop again. This trend has continued for more than 20 years. Today, the original classic chestnut-colored boot is an enduring international fashion symbol and a staple article in millions of women’s closets, offering unmatched comfort, convenience, and style. While the brand continues to grow and inspire new product designs, the original chestnut UGG has remained a consistent design choice in hundreds of UGG brand products. UGG has even begun to make its way into men’s fashion. With celebrities and everyday men wearing them, they have become a representation of comfort for their body and for themselves.
CULTURAL SIGNIFICANCE
The UGG boot significance has shifted over time. While it used to symbolize winter boots that provide comfort and warmth, as time progressed the UGG boot became known for its aesthetic and what it portrayed; the status of wealth and style that took over the meaning of owning a pair of UGG boots. The brand evolved tremendously; by the 2000’s, UGG was making more products than just their classic boots including slippers, clogs, and sandals. Advertisements of the UGG brand were printed into many fashion books and Vogue Magazine, as well as being worn by celebrities, increasing the popularity and demand for the brand. Icons of the 2000’s, like Paris Hilton, styled the boots in many different ways such as tucking them into her sweatpants, or pairing them with a sexy miniskirt, making UGGs an everyday look. Ironically, many buyers and wearers view the shoe as “UGG-ly”, though their popularity continues to stay relevant. According to the president of UGG Australia, Connie Rishwain, the boots continue to be prominent in fashion and consumer purchase because there is no other product that matches the comfort and warmth UGG boots provide to the wearer. The boots have been a prominent feature in women’s fashion for a few decades now but they are creeping their way into men’s fashion. The idea of comfort in mens fashion has been heavily featured in the most recent years. There is not only a feeling of being comfortable externally, when men wear the boots, but also of being comfortable internally by exuding confidence in being who you are.
Image(s) 6-9, From top left, clockwise: Image 6: Sarah Jessica Parker in UGGs, Image 7: Paris Hilton in her iconic UGG look, Image 8: Kardashians love their UGGs, Image 9: Giselle keeps warm in her UGG boots
TMD 224 Group 2 