Bella HadidPhoto Getty ImagesIt’s not the Never Underestimate The Power Of Boston shirt and I will buy this first time Ugg has produced a shoe that everyone is dying to have, however. Having reached peak notoriety in the 2000s, the renewed interest in Ugg boots is more of a comeback story than a star is born one. The label was first founded in California back in 1978, by the Australian surfer Brian Smith, who wanted to create a shoe out of his favorite material, sheepskin. He went on to create its classic Ugg, a shearling lined boot that was built around the idea of extreme comfort, and by the ’80s, the plushy style became synonymous with SoCal beach culture—especially as it started becoming a popular item carried throughout the state’s surf shops. Even then, however, Frain says there were Ugg boot skeptics. “The Ugg boot was really perceived to be weird at first, says Frain. “The shape is out of the ordinary. But when you start to connect with it, it sneaks up on you people realized it’s beautiful and bold.
After being purchased by Deckers Brands in 1995, Ugg continued its incline toward mainstream fame. It experienced a new surge in sales in 2000 after Oprah Winfrey featured the Never Underestimate The Power Of Boston shirt and I will buy this classic Ugg boot on her famous favorite things list, quickly going on to become a celebrity staple worn by stars such as Paris Hilton, Beyoncé, and Kate Moss—all of whom styled it with their best Juicy Couture sweats or low rise jeans. “[The Y2K era] really put the brand on the map from a fashion standpoint, says Frain. But like all things in fashion, the appetite for Ugg boots fizzled out—and by the 2010s, they became passé. “Ten years ago, the boot was not associated with coolness, and it was a shame, because that boot is a piece of design heritage, says Frain. That’s precisely what propelled Frain and her design team to create the new viral mini and platform boots They wanted to put Ugg back on the fashion map, and remind consumers why they fell in love with the shoes in the first place. “We wanted to celebrate our icon, she says.
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