by Stephen Garner

In celebration of World Values Day, Ugg launches “FEEL GOOD.,” a site showcasing the brand’s commitment to people and the planet.

Focused around three key pillars, environment, community, and innovation, the new FEEL GOOD. site gives context to the brand’s ambitious long-term sustainability goals, projects, and global partnerships. Highlights include a focus on regenerative farming through a partnership with nonprofit The Savory Institute, as well as carbon accounting and reduction measures in line with the Paris Agreement goals through science-based targets.

Through FEEL GOOD. consumers will be able to follow the brand’s actions and understand its impacts using this knowledge to make sure the brand is transparent, accountable, and both socially and environmentally progressive.

In 2016, Ugg, as part of Deckers Brands, joined the United Nations Global Compact (UNGC), the world’s largest corporate sustainability initiative with over 9,500 participating companies. As part of the UNGC commitments, the brand set targets relating to waste, water, materials, chemicals, climate and clean energy, and human rights and equality.

FEEL GOOD. marks the next step in the brand’s effort to help make the extent of the human-driven impact on the planet widely recognized. The recent UN report card on the state of the natural world was clear that the warning-alarms are flashing red. But the report makes clear that it is possible to slow down and even reverse losses to nature if the right changes are made in time. Telling the story of change is key to the transformational shift company and consumers need to see across landscapes and cultures.

“These are critical times when we must all play our part in delivering the United Nations Global Compact Sustainable Development Goals and the Paris Agreement through a future which is sustainable and resilient,” said Dave Powers, president and CEO of Deckers Brands. “We believe in transformative change – change that is only possible with a focused and transparent approach.”

“California is an endless source of inspiration for us. We want to protect this place so our children and children’s children can be inspired by it. These are critical times when we must all play our part in building a more sustainable future. By launching our FEEL GOOD. site, we are documenting our commitment to people and the planet,” added Andrea O’Donnell, president of Ugg and Koolaburra by Ugg. “We want to be transparent so that our community can hold us accountable and we hope to inspire others along the way.”