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UGG Classic Boots Cheap
Ms. O’Donnell, who came from the luxury department store Lane Crawford, moved to Santa Barbara, Calif., where Deckers, the Shop UGG Classic Boots parent company, is based, and got down to work, initiating a series of high-profile collaborations to inject some glamour into the label. She has since assembled a roster of collaborations that are as eclectic as they are eccentric. Far from tapping, say, luxury labels in the European mold (recent partnerships between Prada and Adidas or Dior and Nike Air Jordan come to mind), Ugg chose designers with edgier, artier inclinations, which helped reinforce what Ms. O’Donnell said is the brand’s potential to be both aspirational and accessible.

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When O’Donnell signed on, UGG Classic Boots For Sale — which was founded in 1978 by an Australian surfer in California — was stuck in the classics, with an aging fan base. “We had a lot of good intelligence on our customers, and one segment in women’s was saying her primary purchasing decisions were influenced by style.…So I knew we needed to change the way we thought about design,” she said. Although she was an enthusiastic (U.K.-based) early adopter of Uggs in their Us Weekly, “The Simple Life” era, attracted by the starry SoCal associations, O’Donnell still needed a crash course in the actual California lifestyle when she arrived in the Santa Barbara area, where Deckers is based.

The first step in rekindling desire for the brand was to develop some tactical fashion collaborations. UGG Classic Boots Cheap Under her direction, Ugg gave over its classic sheepskin boot to Jeremy Scott’s embroidered flames, Phillip Lim’s utilitarian zippers and Y Project’s slouchy thigh-highs that practically broke the internet when they hit the runway at Paris Men’s Fashion Week in 2018. “In the early days, there was a lot of internal chatter about what is she doing with the brand? She’s crazy,” Powers admitted. “But product and storytelling trumped that.”

Ugg kicked things off with the Los Angeles enfant terrible Jeremy Scott, who plastered his boots with a kitschy flame print, and it followed up with the New York designer Phillip Lim, whose designs featured front zippers, pops of orange and rubber guards that recalled duck boots. UGG Classic Boots Sneakers Last year, the arty bicoastal duo behind Eckhaus Latta made clunky square-toed clogs and mules, and the louche streetwear label Stampd created a convertible pair that could transform from slippers to boots, which the website Highsnobiety called “peak work from home footwear.”

And Men's/Women/s UGG Classic Boots had lost its luster. Once the boot du jour for carefree socialites and off-duty starlets, it had become part of the uniform of a certain upwardly mobile consumer with bland bourgeoisie taste. The label was hardly the first to experience this trajectory. It’s a common one in fashion: Things that once had an air of exclusivity and mystique are then fully absorbed by the culture. Uggs were beloved but mass market.


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