UGGs became popular in the 90s then, after a decades-long hibernation, they found success again in the 2000s. The brand is no stranger to ebbing and flowing through the market; and only recently, UGGs have skyrocketed yet again – proving that the furry boots will always have a place in consumer’s hearts.

The UGG brand was founded in 1978 in Southern California by two young Australian surfers, Brian Smith and Doug Jensen. Only 28 pairs were sold in the company’s first season. But in 1994, when the U.S. winter Olympic team sported them, they garnered a lot of international attention.

Celebrity endorsements are one of the best ways to create awareness and build a well-known, globally recognized brand, as is the case with many well-known fashion companies worldwide. A number of events that made the brand widely known allowed UGGs to achieve remarkable popularity.

The first of these events was in 2003 when Oprah Winfrey featured UGGs in her “Oprah’s Favorite Things” segment’s second edition. Oprah bought 350 pairs of UGG boots for her staff and viewers. Celebrities, like Britney Spears, wore sweatpants and UGGs. The newest boot fad was unavoidable. Paris Hilton was seen around town in her UGGs as well as Blake Lively walking on the “Gossip Girl” set wearing hers. This led to an abrupt rise in the UGGs’ global sales with celebrities.

The global sales of UGG fell by 11.6 percent by the year 2012. This decline can be partly due to the drought in Australia, which made it harder to find high-quality sheepskin, but it also happened at the same time as UGGs’ popularity in America rose to a high point. It appeared that the trend had peaked and was now in a decline.

In reality, the business took advantage of this downtime to concentrate on adding more fashion-forward styles and increasing its product line. Additionally, UGG collaborated with designers such as Molly Goddard, Phillip Lim, and Jeremy Scott to create new designs that would attract a fresh generation of fans.

However, they made a comeback as a fashion staple in 2021, increasing by 53.1% to $300.5 million from $196.3 million in the same period the previous year. They are now again on every teen’s Christmas list as a result of their strategic comeback.

When asked why they added UGGs to their Christmas list, Mary, a local high schooler, said, “I’ve had UGGs since I was a little kid. They remind me of my childhood and they look perfect with any outfit.”

The UGG company has, like any other company, had its highs and lows, but like every great product, it tends to come back bigger and better. As UGG continues to flourish during the this fall and winter, things are once again looking up for the fashion staple.