Our Story | UGG® | United States

Elsa Hosk walking on the sidewalk and wearing our Tazz II.

We exist to make self-expression comfortable for all.

We want you to have a unique and distinct UGG experience on an emotional and physical level. You’ll be served extreme comfort and confidence so that you can make your mark on the world.

THE STORY OF UGG

It all started with a feeling: The comfort of warming up after a chilly morning in the Pacific waves.

As a surfer, our founder, Brian Smith, knew he could give others that same feeling. That instinct led him to create the Classic Boot, the design foundation of the UGG brand. People quickly embraced his idea. Then, UGG became bigger than any one place or lifestyle.

Styled up, worn down, and made unmistakable by our craftsmanship and signature materials. Our designs evolved. But the original feeling of UGG stayed. Making you comfortable in who you are. Open to the world. Connected to one another.
Everyone is Born to Feel.

THE STORY OF UGG

It all started with a feeling: The comfort of warming up after a chilly morning in the Pacific waves.

As a surfer, our founder, Brian Smith, knew he could give others that same feeling. That instinct led him to create the Classic Boot, the design foundation of the UGG brand. People quickly embraced his idea. Then, UGG became bigger than any one place or lifestyle.

Styled up, worn down, and made unmistakable by our craftsmanship and signature materials. Our designs evolved. But the original feeling of UGG stayed. Making you comfortable in who you are. Open to the world. Connected to one another.
Everyone is Born to Feel.

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Our Classic Ultra Mini on top of stacked red chairs.

Bold heritage

Our Bold Heritage is a state of mind and a way of being. It embodies a careful rejection of the norm with a convention-defying, electric energy. Our footwear and apparel help define the California lifestyle with softness, extreme comfort, pliable multifunctionality, and an indoor-meets-outdoor aesthetic that lives in harmony with nature.

Crafted to last

We only create when we can produce pieces that make us proud. We craft timeless products with formed and functional designs and bold, provocative ideas. Responsibly made from the finest materials and fueled by innovation, our work is made to last. Our quality products have been and will always be there for the key moments of your life.

People on the sidewalk, wearing Classic Ultra Mini Platform, Tazz II, Classic Ultra Mini and Lowmel sneakers.

Inclusive community

We seek to inspire effortless style, unconventional attitudes, and the pursuit of the real you. We are driven to create a community that is a no-judgment home full of empathy and optimism — where we celebrate all that you are and want to be. We aspire to cultivate a sense of belonging by amplifying underserved voices and multi-hyphenate creators to share stories that foster self-discovery and unity.