UGG Boots Resulted In An Rapid Growth In The Brand’s Popularity

The origins of the UGG Sundance II bootspattern are problematic, with the two Australia and New Zealand proclaiming to have been the beginning of the footwear. However, it appears that “fug boots” (surmised to be a shortened kind of “flying ugg boots”) were put to use by aviators for the duration of World War I, and that they were showed in countryside regions of Australia in the course of the 1920s.When it is not apparent when production started, by 1933, ugg boots were being made by Blue Mountains Ugg Boots, and Mortels Sheepskin Factory were creating the boots from the late 1950s.

 

In regard to naming, it appears that UGG Ultra Short boots, ugh boots and ug boots have been used as generic terms for sheepskin boots in Australia and New Zealand since at least the 1970s, although individual accounts have suggested that the terms (or variations thereof) were employed earlier. The 1970s saw the emergence of advertising using the names, but Brian Smith, (who founded Ugg Holdings Inc), has stated that the boots were referred to as “uggs” long before the word was trademarked, and Frank Mortel claims to have been making ugg boots under the “ugg” name since 1958.

In the 1960s, UGG Knightsbridge boots started to be a favorite choice for competing surfers, who used the boots to retain their feet warm after leaving from the surf. It was surfing which aided popularise the boots outside of Australia and New Zealand, when surfer Brian Smith began advertising the boots in the United States through the company Ugg Holdings, Inc. in 1979. After Ugg Holdings Inc. was purchased to Deckers Outdoor Corporation in 1995, ugg boots emerged as a fashion trend in the United States through Deckers’ advertising of their brand, with celebs such as Kate Hudson, Sarah Jessica Parker and Pamela Anderson putting on the boots, (although Anderson renounced ugg boots in 2007 upon realising that they were made from animal skin). Deckers’ actions to market their merchandise “led to an dramatical development in the brand’s popularity and recognizability.” Deckers has described sales of US$689 million under the UGG brand in 2008, an increase from US$14.5 million in 1995.

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