At U.G.G, we believe that self-expression should feel effortless. What you wear is more than style — it’s a reflection of who you are. Every step you take carries your rhythm, your story, your confidence. Our mission is simple: make self-expression comfortable for all, inside and out.
UGG began with one idea — that comfort can empower people. Today, we continue to design footwear that blends iconic style, unmatched softness, and long-lasting quality. From cozy warmth to bold modern silhouettes, every pair is made to help you step into the world with comfort and confidence.
🌍 Our Purpose
We’re on a journey toward a more responsible future in fashion — one that respects both the planet and the people who make our products.
UGG invests in:
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Recycled, renewable, regenerative, and responsibly sourced materials
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Monitoring and supporting 100% of Tier 1 factory partners
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Programs that protect human rights, health, and workplace safety
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Charitable organizations aligned with our mission of accessibility and comfort for all
Because true comfort is not only how a product feels, but also how it’s made.
🥾 Crafted to Last – UGG New Heights
We create only when we know we can be proud of the result.
Every UGG product is:
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Thoughtfully designed
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Expertly crafted
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Made with high-quality, durable materials
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Fueled by innovation
Our pieces are timeless — meant to be lived in, loved, and relied on through every season and every moment of your life.
🤝 A Community for Everyone
UGG celebrates individuality, authenticity, and unconventional spirit.
We strive to build a community where everyone belongs — a place without judgment, full of empathy, optimism, and self-discovery.
We amplify diverse voices, champion creativity, and inspire you to express your true self, however you choose to step into the world.
🌅 Our Story
UGG began in the 1970s when Australian surfer Brian Smith brought his love of sheepskin boots to Southern California — a place defined by creativity, freedom, and the surf culture’s laid-back lifestyle.
What started with a van, a dream, and a handful of handmade boots quickly grew into a movement. Word spread from beaches to boutiques, and UGG soon captured the attention of celebrities, fashion lovers, and everyday people who craved both comfort and style.
In 1995, Brian partnered with Deckers Brands, taking UGG from a coastal icon to a global phenomenon — while preserving the craftsmanship, innovation, and rebellious spirit at the heart of the brand.
Today, UGG continues to evolve with bold designs, new materials, and expanded wearing occasions. But one thing remains constant: