‘Cozy Gives You Security’: Love Them Or Hate Them, Uggs Are Back | Fashion industry
The comfortable UGG sheepskin boot was a staple at the peak of its popularity in the early 2000s. And now, with the end of the lockdown still a long way off, love them or hate them, UGG is back.
Perhaps it’s desperate nostalgia for a simpler time when WAGs and reality TV stars sported velor tracksuits tucked into UGG mini boots; or the general need to feel both at ease and together as more and more of us work from home indefinitely; or cold weather – maybe it’s all of the above. But no matter how ridiculous they’ve been in the past, there’s no doubt that UGG has made a comeback.
From Dua Lipa to Bella Hadid, celebrities and influencers all over the world have been seen wearing them. Stormzy even made an accidental fashion statement when he showed up in a pair of UGG Tasman slippers for a BBC interview. Fashion giant and former American Vogue editor-in-chief Andre Leon Talley is also a longtime fan of the brand. He recently told Elle about his relationship with UGG: “Cozy gives you security. Cozy allows you to be comfortable enough to best project yourself in the world. “
In its quarterly report, global fashion research platform Lyst ranked UGG’s classic ultra mini boots as fifth in its top 10 most popular women’s products in the world, alongside other major players from the more dressy casual wear trend, such as the shearling-lined Boston clogs from Birkenstock and the feather from Sleeper’s Party. -a lined pajamas. In the men’s list, UGG’s Scuff Deco slippers came in third place even higher.
The report notes that UGG’s Scuff Deco slippers are a popular gift option for men, while the classic ultra mini boots – a cropped update to the classic mini II model and a nod to the 2020 street style. – became the newly coveted ‘It’ style, having been spotted in hot pink on the Irina Shayk model and in the brand’s signature brown on the Joan Smalls model.
“In the last quarter of 2020, buyers searched for comfort and protection,” the report read. It highlights slippers and clogs as an ‘escape category’ alongside the nostalgia trend for the ’90s and the rise of outdoor walking and socializing which has boosted clothing sales. of sports and leisure, especially down jackets, which were the most popular products in the world.
The report found that with more people at home, searches for slippers increased 242% from the same period in 2019. “As consumers spend more time at home, demand for slippers has increased. comfortable and practical shoes that withstand winter better than sandals. , “it reads.
Shoe retailer Schuh said UGG has had its best fall / winter sales season with them since 2016, including a recorded 30% increase in sales of full-priced UGG boots over the previous year. “This season has seen traditional ‘cozy’ items increase sales,” said one buyer.
They said retailer schuh also saw a significant 35% increase in slipper sales, which was driven by brands such as UGG. One product that has worked particularly well at schuh is the glam Fluff Yeah Slide, which has proven to be a favorite on social media and with celebrities like the Kardashians, the buyer added.
“UGG has had a big influence on this climb because they have had an incredible season with us. This AW20, the ‘inactive’ trend, is very popular, as comfort and style are essential for our customers working from home and has definitely resulted in a massive increase for brands like UGG, Birkenstock and slippers in general. “
John Lewis said he has also seen strong demand for UGG over the past 12 months. The retailer noted that last week’s sales were up 105% from the same week last year, which it attributed to “the number of us working from home and making comfort a priority. “. The upscale department store added that its website searches for UGG slippers were up 52%, with the best-selling style, the comfy classic Scuffette.
UGG may have had humble athletic beginnings to keep surfers ‘feet warm in the’ 70s, but in these uncertain times one thing is for sure. They – and we – aren’t going anywhere anytime soon.