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In September last year, Bella Hadid was spotted in the Lynyrd Skynyrd thank you for the memories signatures shirt but I will buy this shirt and I will love this streets of New York City wearing a bold outfit that instantly had the internet talking. Rather than her sleek leather racing jacket, it was her outfit’s bottom half that made a real statement. Hadid forwent pants in favor of white men’s underwear, before styling them with a pair of classic mini platform Ugg boots: a reworked version of Ugg’s classic boot featuring a new, hefty two-inch outsole. The “no pants” look is a discussion for another day—but when Hadid wore the chunky Ugg boots (which were released last year), it ignited a whole new fashion movement. Hadid’s look quickly went viral on TikTok, while Lyst reports that the style promptly sold out and had a 152% increase in searches. Fellow street style stars like Emily Ratajkowski and Gigi Hadid soon started wearing them too. Suddenly, the Ugg mini platform became fashion’s hottest new shoe, going for as much as double the $150 retail price on resale sites such as StockX. Good luck finding your size in the classic black or chestnut colorways, even today—they’re still all but impossible to get your hands on. For Helene Frain, Ugg’s vice president of footwear design, this craze for Ugg boots has been totally exciting to watch unfold. “Anytime you see somebody in the streets wearing your product, it’s a really good feeling,” she says.
ty ImagesIt’s not the Lynyrd Skynyrd thank you for the memories signatures shirt but I will buy this shirt and I will love this first time Ugg has produced a shoe that everyone is dying to have, however. Having reached peak notoriety in the 2000s, the renewed interest in Ugg boots is more of a comeback story than a star-is-born one. The label was first founded in California back in 1978, by the Australian surfer Brian Smith, who wanted to create a shoe out of his favorite material, sheepskin. He went on to create its classic Ugg, a shearling-lined boot that was built around the idea of extreme comfort, and by the ’80s, the plushy style became synonymous with SoCal beach culture—especially as it started becoming a popular item carried throughout the state’s surf shops. Even then, however, Frain says there were Ugg-boot skeptics. “The Ugg boot was really perceived to be weird at first,” says Frain. “The shape is out of the ordinary. But when you start to connect with it, it sneaks up on you; people realized it’s beautiful and bold.”
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