As the warm and sunny season comes to an end, a sudden chill runs through numerous people across the nation. Several consumers know to rely on the legendary winter brand, UGG, a top-tier company that leaves customers coming back for their famous sheepskin shoewear. The brand options consist of winter boots, clogs, accessories and sneakers. Since 1978, people have enjoyed several qualities of UGGs, such as the water-resistant exterior and the comfortable fur inside the shoe.
“What I love the most about UGGs is how comfortable they are to walk around various places without your feet hurting, it’s like walking on clouds. I also love the ability to express myself more efficiently by adding my own accessories to the footwear. I add bows to my boots to bring that balance of attention to what I’m wearing,” magnet freshman Zoya Choudhry said.
The founder, Brian Smith, inspires thousands of other business owners to keep moving forward with their company. Smith worked as an accountant in Australia for 10 years, but he felt his potential for success deteriorating, leaving his desires bare and unfilled. Realizing his potential, Smith quit his job and moved to California in hopes of finding new opportunities, where he eventually pursued his dream of creating a product to support his love for surfing. He completed the product after remembering that surfers in Australia would wear wool-lined boots to keep their feet warm against freezing water temperatures.
Ultimately, Smith decided to change the surfing scene by creating his brand, UGG, to ensure all surfers would receive superior quality and support from their footwear.
He settled on the fabric, sheepskin, that would serve as the perfect material for his product. Conventionally, the ubiquitous material continues to build the foundation of UGG shoes due to its waterproof quality. However, launching his brand turned out harder than Smith anticipated. Bringing a foreign fashion style into the U.S. and promoting the brand’s business came along with numerous hardships when managing his company. The company began with a $500 loan, and Smith’s friend, Doug Jensen, by his side each step of the way. After a year, the company only sold 28 pairs, which left Smith increasingly frustrated. To bring in sales, Smith decided to provide various examples of his product to retailers, yet numerous retailers dismissed him because the idea of wearing warm boots in a regularly sunny California did not seem logical to customers.
Over time, sales began to increase as Smith changed his product using the feedback of his customers. For example, instead of using high-fashion models to advertise their product, the company used relatable content by using semi-pro surfers, such as Mike Parsons, to represent the shoes. As time progressed, the company reached over $15 million in profit, and Smith realized the company appeared too vast in size for him to manage on his own. In 1990, with business booming and sales skyrocketing, Smith eventually handed over the company to Decker Brands, an expert who helped expand the company.
While UGGs continues to grow in sales, the shoe brand appears iconic in the fashion industry. Thanks to its appearance on “The Oprah Winfrey Show” in 2003, the unique pair of shoes inspired numerous street style enthusiasts.
“What I love the most about UGGs is that there’s a nice balance between comfort, looking cute, and style. UGGs have helped me express my style more efficiently as they act as statement pieces. They go along with a variety of outfits, so they help to accessorize outfits more efficiently,” magnet junior Christopher Steiger said.
The creation of UGGs changed the fashion industry tremendously. Not only did the footwear spark innovation for fashion enthusiasts, but it also allowed thousands of people to feel reassured that they do not need to disregard comfort to appear stylish. Whether the style enthusiasts’ definition of comfort consists of a relaxed or stylish look, they can rely on UGGs to bring their outfit together.
