Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [ NYSE: DECK]) introduces Feels Like UGG – the brand’s new Autumn/Winter 2022 global campaign that explores the unparalleled tactile and emotional experiences associated with wearing UGG®. Known for unapologetic individualism, bold style and luxurious materials, UGG® empowers bold self-expression through provocative fashion, extreme comfort, and the ability to make you feel good on the inside and out.
“What we hear from our consumers is how loyal they feel to UGG because of the way the brand makes you feel – both physically and emotionally,” said Anne Spangenberg, President of UGG® & Koolaburra by UGG® at Deckers Brands. “The Feels Like UGG campaign is a celebration of the empowering feeling our brand delivers, allowing you to unapologetically express your authentic self.“
To bring Feels Like UGG to life, the brand has paired its iconic styles—both world-renowned and reimagined—including an array of apparel and outerwear pieces with ten multi-hyphenate ambassadors who embody the brand’s core values. Representing consumer sentiments about the many expressions of the UGG® brand, these creatives are bold, provocative, free-spirited, optimistic, and real. Ambassadors like model and land protector Quannah Chasinghorse (she/her); comedian Naomi Watanabe (she/her); professional BMX athlete Nigel Sylvester (he/him); musician Hwang Soyoon (she/they); chef DeVonn Francis (he/him); artist and designer Kiddy Akita Lou (she/they/them); stylist and model Gillean McLeod (she/her); and models India Graham (she/her); Alexis Ruby (she/her) and ELIBEIDY (she/her); all possess the UGG® brand’s principles, which was lensed by noted Los Angeles-based photographer Arielle Bobb-Willis (she/her).
For Feels Like UGG, the brand translated its iconic look and feel through custom furniture by enlisting Harry Nuriev of Crosby Studios, who is known for his radical take on design. Reflecting the UGG® brand’s rich heritage and design codes, the visionary created a one-of-a-kind couch and ottoman. Designed to reflect the brand’s ability to move easily from the indoors to the outside, the custom pieces express style and comfort while representing its softness emboldened by a statement-making aesthetic and inside-to-outside duality. Inspired by the silhouette of the UGG® Classic Boot, Crosby Studios experimented with texture and color by focusing on the brand’s iconic Chestnut colorway and reinterpreting the brand’s sheepskin material through their use of super-soft velvet. The oversized couch silhouette is a nod to the provocative fashion and extreme comfort only UGG® can deliver.
UGG® has always been a brand built on the power of emotion because of the way it makes people feel. Through iconic and new products, and a standard of quality and comfort known all over the world, the brand has evolved from a single silhouette to a global lifestyle brand tapping into culture, fashion, and design. Through extreme comfort and on-trend, laid-back bold designs, UGG® offers harmony with physical comfort and emotional confidence that allows consumers to fearlessly express their inner-selves for the world to see.
To learn more about Feels Like UGG, please visit ugg.com/feels-like-ugg; and available for purchase starting on Sept. 8, the collection featured in the campaign can be found on UGG.com, any participating UGG® stores and select wholesale retailers nationwide.
