This season, the popular global footwear brand Ugg is celebrating four decades of history. In honor of the Ugg 40th Anniversary, the label has launched a stylish campaign that stars “convention-defying fashion icons,” including model Adwoa Aboah and fashion designer Heron Preston.
“Since 1978, Ugg has been a brand that has defied convention,” the brand shared on its website. “Born on the coast of Southern California during the height of counterculture, we have always stood for those who aren’t afraid to feel what they want to feel and look how they want to look.”
“This year marks our 40th Anniversary. To celebrate, we envision a new future that’s still deeply rooted in our past by teaming our most popular icons with icons in fashion, innovation, and art,” the label added. “Bold and unapologetic, these unique individuals represent the next generation of Ugg.”
Ugg’s 40:40:40 collection is comprised of a limited-edition range of products reissued from the label’s five most popular styles — Classic Boot, Neumel, Tasman, Ascot, and Jesse II. Each of these silhouettes will be available in Ugg’s original colorway – the dusty light brown color, Sand.
You may not naturally associate the shoe company with Adwoa Aboah or Heron Preston, but they are part of the brand’s “unexpected fans” who are putting their own spin on the classic shoe style.
“We wanted to take the opportunity to look back to who we are as a California lifestyle brand that’s been embraced by bold and provocative people, so the images respect our heritage while featuring product on people we have connected with, but who may not seem like the people who’ve expressed the brand over the last 20 years,” Andrea O’Donnell, Ugg brand president, said in a statement via WWD.
In addition to being part of the campaign, Heron Preston has also put his own spin on designing some fashion-forward Uggs. The whole story happened by happy accident.
“I never really felt as though [Uggs] were meant for me,” he told WWD. “I never saw my friends wearing them or people who I looked up to. Maybe there was that intention where opposites attract or some irony. But what changed it for me was one day I was running to the store in my ‘comfortable footwear,’ sliders and socks, and I saw this kid on the Lower East Side wearing Uggs with his pants pulled over the boots. That looked fresh to me. Like they could have been Timberlands from far away. I was always hating on them, but seeing someone wearing them who looked cool. I went to the Ugg store in SoHo because I was like ‘I’ve got to give these things a try.’”
“Cut to me wearing them in Milan all day long,” Preston continued. “One day I was really feeling my outfit so I took a picture of myself and posted it on Instagram and that’s what got me the collaboration. My friend who worked with Ugg saw it and texted me immediately.”
Ahh, we love the great way street styles inform big fashion industry shake-ups!
You can shop the Ugg 40th Anniversary shoe collection for men, women, kids, and toddlers now on the brand’s website now.
All products in the 40:40:40 line range in price from $55 to $170.