UGG
Deckers Brands · United States
UGG is a Californian footwear and lifestyle brand founded in 1978 by Australian surfer Brian Smith and known worldwide for its sheepskin boots. It has been owned by Deckers Brands, the Goleta-based group that also owns HOKA and Teva, since 1995. UGG is Deckers' largest brand and one of the most successful comfort footwear labels in fashion.
| Founded | 1978, Santa Monica |
|---|---|
| Founder | Brian Smith |
| Owner | Deckers Brands (since 1995) |
| Headquarters | Goleta, California |
| Sister brands | HOKA, Teva |
| Segment | Footwear |
| Website | ugg.com |
What is UGG?
UGG is a footwear, apparel, accessories and home textiles brand headquartered in Goleta, California. It belongs to Deckers Brands, whose portfolio also includes HOKA and Teva. The brand is best known for twin-faced sheepskin boots and slippers, but it now sells a much wider range of lifestyle products.
History
UGG began in 1978 in Santa Monica, when Australian surfer Brian Smith started selling sheepskin boots to the Californian surf community. Deckers acquired Smith's business in 1995 for 14.6 million US dollars. The first standalone store opened in New York's SoHo in 2006, the same year as the first international store in Japan.
The word "ugg" is used in Australia as a generic term for sheepskin boots, and Deckers' trademark has been contested there for years. In 2016 the company dropped the name UGG Australia in favour of simply UGG and now describes the brand as Californian.
Products and positioning
UGG sits at a premium price point within casual footwear. Its range includes:
- The Classic sheepskin boot and its mini and platform versions
- Slippers such as the Tasman and Tazz
- Sandals, sneakers and weather boots
- Apparel, accessories and home textiles
Fashion collaborations and a strong presence on social media have helped the brand return to trend cycles after its first peak in the early 2000s.
Business model and distribution
UGG is sold worldwide through wholesale partners and through Deckers' own direct-to-consumer channels, which include more than 130 stores and e-commerce sites. Wikipedia reports UGG revenue of 2.24 billion US dollars in 2024.
Why it matters
UGG is a case study in how a niche, functional product can be turned into a global fashion staple and then revived after a period of overexposure. Within Deckers it provides the cash generation that has helped fund the growth of HOKA, making it one of the most commercially important comfort brands in the industry.
Frequently asked questions
Who owns UGG?
UGG is owned by Deckers Brands, a US footwear group headquartered in Goleta, California. Deckers bought the business from founder Brian Smith in 1995 and also owns HOKA and Teva.
Is UGG Australian or American?
UGG was started in California in 1978 by an Australian surfer, Brian Smith, using an Australian style of sheepskin boot. The brand is owned by an American company and today describes itself as Californian.