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The Ugg design team has continued to push the #notmykid shirt Apart from…,I will love this envelope of what an Ugg boot can look like with its buzzy fashion collaborations, which have played an integral role in upping Ugg’s cool factor. This past year, for instance, the footwear label has partnered with designers such as Telfar Clemens and Shayne Oliver on subversive new Ugg boot styles; Telfar created logo boots, and Oliver did a padded, futuristic Armourite boot. This week, Ugg also debuts its latest collaboration with the skate brand Palace, which sees the classic Ugg boot covered in a lightning bolt print. Frain says you can expect many more of these partnerships to come. “Collaborations are incredibly important for the future,” says Frain. “They provide a way to look at the brand in a completely fresh and different way.” As a result, “it feels like this perception of what the brand is is shifting,” says Frain. “People are finally seeing the brand’s potential.”
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 #notmykid shirt Apart from…,I will love 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.”
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