The New

A 40th Anniversary

UGG was born in California, the home of wild exploration. A place that leads us to smash things together that shouldn’t belong together, to create something new and weird and brilliant. Korean tacos. LSD at work. And sheepskin boots with high fashion.

We take this spirit of California to create a global narrative around those who are unafraid to explore the edges. Those who pursue new frontiers, find the maximum version of themselves and create something new, something wild.


Launched out of home in bustling fashion city, New York.


We teased the launch in social with bite-size content of the campaign and our muses.

— Next Project

One Song Stand