Teeextra - Bear McCreary Announces North American Themes & Variation Tour Shirt

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After being purchased by Deckers BrandsIn 1995, Ugg continuedItsIncline toward mainstream fame.It experienced a new surgeIn salesIn 2000 after Oprah Winfrey featured the 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 styledIt 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 thingsIn 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, andIt was a shame, because that bootIs 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 fellIn love with the shoesIn the first place. “We wanted to celebrate ourIcon,” she says.

Still,It’s not easy to launch a product and make the world embraceIt especially a shoe that has been a worldwide phenomenon once before. For Frain, who has overseen Ugg’s footwear design for over six years now, the concept began with her design team taking a look at the classic Ugg and envisioning how they could modernizeIt. “It really started with the silhouette,” says Frain. “When you have a wonderfulIcon like that, you can do so many crazy things toIt; the team came up with really amazing, creativeIdeas to celebrate that.” Shortening the length of the cut and adding a thick platform toIt felt fresh and like the perfect way to bring the UggInto the present moment. “These things just made sense to us,” says Frain. “A lot of what we doIs about the feeling that we want to give consumers. A platform gives confidence;It gives you a stanceIn the world.It’s going to make you stand out and feel super confident.”

The Ugg design team has continued to push the envelope of what an Ugg boot can look like withIts buzzy fashion collaborations, which have played anIntegral roleIn upping Ugg’s cool factor. This past year, forInstance, the footwear label has partnered with designers such as Telfar Clemens and Shayne Oliver on subversive new Ugg boot styles; Telfar created logo boots, and Oliver did a padded, futuristic Armourite boot. This week, Ugg also debutsIts latest collaboration with the skate brand Palace, which sees the classic Ugg boot coveredIn a lightning bolt print. Frain says you can expect many more of these partnerships to come. “Collaborations areIncrediblyImportant for the future,” says Frain. “They provide a way to look at the brandIn a completely fresh and different way.” As a result, “it feels like this perception of what the brandIsIs shifting,” says Frain. “People are finally seeing the brand’s potential.”

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