Our story

We want everyone to feel comfortable expressing themselves.

It's important to us that you have a unique and special experience with UGG, both emotionally and physically. The comfort and trust we offer will allow you to make your mark on the world.

Feels like UGG

We offer a range of products and experiences that reflect your diverse moods and life moments. Initially seen as a functional brand for the surfing world, we quickly became a global symbol of revolutionary spirit and casual luxury. We've inspired you with new trends and innovative style, to make you feel good inside and out.

The history of the UGG brand

In the late 1970s, Brian Smith was a diligent business student living in Australia with a passion for surfing, music, and meditation. One day, after hearing a deeply introspective song on the radio, he felt the need for a change in his life, so he quit his corporate job and moved to California.


Upon arriving in Southern California, he was captivated by the sense of freedom and unconventionality of the local surfing community. He noticed that his surfer friends didn't wear sheepskin boots like Australians did after their cold morning surf sessions. This observation inspired him to create the UGG brand.


Brian worked tirelessly to make his bold and innovative idea a reality. During his first promotional trips, he personally visited more than 150 stores in Southern California, but received only rejections: his product would never compete with flip-flops or pair with board shorts.


But Brian didn't give up and decided to sell his boots, wearing them and using the back of his van as a makeshift sales point on Malibu Point beach. With a simple, straightforward approach and the help of word of mouth, word spread quickly, and people lined up under the scorching California sun to buy the innovative footwear.


Brian's boots quickly became so popular that even store owners and major retailers couldn't wait to stock them.


Within ten years, Hollywood caught on to the trend, and UGG products began appearing on red carpets and in paparazzi photos. The brand became so popular that Brian Smith began looking for a partner to accelerate its growth.


In 1995, he connected with California-based Deckers Brands, which brought the UGG brand globally with the same attention to quality and craftsmanship that had distinguished it from the beginning.


UGG is committed to creating products and experiences that last, combining traditional craftsmanship with a modern approach to meet the needs of consumers around the world.


We have always been committed to innovation, offering new models with bold designs, increasingly versatile products, original materials, and much more. Our origin story still inspires us today, reflecting our values ​​of creativity, originality, and rebellious spirit.

A bold story

Our bold story is a state of mind, a way of being. It encompasses a resolute rejection of convention and an extraordinary energy capable of challenging convention. Our footwear and apparel embody the Californian lifestyle with softness, absolute comfort, versatility, and an aesthetic suitable for both indoors and outdoors, for living in harmony with nature.

Creations designed to last over time

We create only when we can create unique pieces that you'll be satisfied with. We create timeless designs with an original and functional style thanks to bold and revolutionary ideas. Our innovative products are sustainably crafted with the finest materials to last. We will always accompany you through the most important moments of your life with quality creations.

An inclusive community

We want to inspire naturalness, unconventional attitudes, and a search for self. We want to create a community free from prejudice, where empathy and optimism are at home and where we celebrate everything you are and want to be. We aim to foster a culture of belonging by highlighting the voices of those left behind and multifaceted creators, sharing stories that foster self-discovery and unity.

Our goal

Join us on this journey toward a more responsible fashion world, one that recognizes its impact on the planet and people, invests its resources in natural/preferred recycled, renewable, regenerative, and certified materials, and audits/monitors 100% of its first-tier partners' factories for environmental, human rights, health, and safety performance. We also support charities that share our mission of empowering everyone to feel comfortable expressing themselves freely.