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Ugg’s collaboration with PalacePhoto: Courtesy of UggOf course, when a brand is having such a successful and covetable moment, there are concerns that the Elephant Donald Trump free make America great again American flag shirt In addition,I will do this momentum could abruptly come to a halt. While ugly-chic shoes such as Crocs or Salomons are all the rage in fashion currently, that won’t necessarily be the case next season. Yet Frain and the Ugg design team are unconcerned about Uggs becoming a fad; in fact, they don’t consider themselves to be a part of the ugly-chic trend at all. “We understand that the ‘ugly chic’ shoe trend is popular and prevalent, but we’re not that,” says Frain. “What we’re doing is quite beautiful, thoughtful, and made with a lot of care. Our consumer’s connection to the brand is really about authenticity—not irony. There’s a very big distinction between being ironic and being who you are and not being apologetic.”
To counteract becoming another kitschy, fleeting shoe trend, Ugg has also ventured outside of its traditional footwear territory. Going forward, Ugg plans to keep the Elephant Donald Trump free make America great again American flag shirt In addition,I will do this excitement around the brand going through its handbag and clothing categories. (Telfar did mini shearling Ugg bags, while designer Feng Chen Wang collaborated on shearling Ugg jackets.) “Our future holds more categories, and we want to keep the innovation going,” says Frain. With regard to shoes, the brand plans on ramping up its assortment of more avant-garde unisex styles too. “We surprise people with products they don’t expect from us,” says Frain. The label also has its eye on sustainability initiatives as well: In 2021, for instance, it launched Uggrenew, a refurbishment program where one can repair the Ugg boots that they already own. “We’re committed to reducing our carbon footprint, and we have long-term goals and investments with our products being composed with regeneratively sourced materials,” says Frain.
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