How Ugg Bought Its Way Back To Relevance

There are two primary ways to wear UGGs. There’s the way Alessandra Ambrosio wore them last March: strolling to her car in the ankle-length boot, with a hoodie pulled over her face. And then there’s the way fashion writer Yu Masui wore UGGs at London Men’s Fashion Week this month: a thigh-high version of the shoe, paired with a Christopher Kane “Sex” T-shirt and a Doublet leopard-print coat. That is to say, an Instagram-friendly, perhaps ironic style that makes UGGs look more right at home next to a pair of YEEZYs during fashion week. The latter is precisely how UGG would like to be seen in 2019: as at once an instantly recognizable classic and a provocative fashion statement. Like Masui’s look suggests, UGG has decided it can not only be sexy, but also fit right in with coveted streetwear brands. No longer Oprah’s Favorite Thing, the brand wants to be Heron Preston’s “favorite thing.” Can it be done? With the right combination of collaborations and endorsements, maybe — or at least, for now. Read more at Hypebeast.