UGG

UGG is a footwear and lifestyle brand founded in 1978 by Brian Smith, an Australian surfer who began selling sheepskin boots to surfers in Southern California. The twin-faced sheepskin boot, later standardized as the Classic, became the brand's signature product and grew from a niche surf-culture item into a global fashion staple during the 2000s, helped by widespread celebrity adoption. UGG has been owned since 1995 by Deckers Brands, the footwear group that also owns HOKA and Teva, and is headquartered alongside its parent in Goleta, California. The brand has expanded well beyond the original boot into slippers such as the Tasman and Scuffette, sneakers, sandals, apparel, and home goods, and products like the Tasman and Ultra Mini boot have driven a renewed surge in popularity in the 2020s among younger consumers. UGG generates more than two billion dollars in annual revenue for Deckers, making it one of the parent company's two primary growth engines, and sells through its own retail stores, e-commerce, and wholesale partners in North America, Europe, and Asia. While the word 'ugg' is a generic term for sheepskin boots in Australia, Deckers holds the UGG trademark in most major markets, including the United States and Europe.