UGG
UGG is an American fashion company known for its sheepskin boots, founded in 1978 by Brian Smith in California.
The Story
UGG began in 1978 when Australian surfer Brian Smith imported sheepskin boots to Southern California and started selling them from his car to surf shops. The style was already popular in Australia, but the U.S. market had never seen anything like it, and early sales were brutal.
Smith spent the next 17 years building the brand through repeated near-death moments: cash shortages, lost control of the company, and long stretches where failure seemed certain. Instead of chasing fads, he kept the focus on product authenticity and word-of-mouth, which slowly turned UGG into a recognizable name.
In 1995, he sold UGG to Deckers Outdoor Corporation. Under Deckers, the brand exploded from a niche surf-culture item into a global fashion staple, later expanding into apparel, accessories, and home goods. Today UGG is known worldwide for its sheepskin classics and remains one of the most recognizable comfort brands in footwear.
Key Facts & Metrics
Products
UGG Classic Boot
The original sheepskin boot that started it all. Twin-faced sheepskin with fleece lining, tanned outer, and durable sole.
UGG Fluff Yeah Slipper
Statement fluffy slide slipper with platform sole and faux fur upper.
UGG Ultra Mini Boot
Cropped silhouette of the classic boot, retaining the signature sheepskin construction.
UGG Tasman Slipper
Cozy sheepskin slipper with braid detail, loved for indoor-outdoor comfort.
Company Timeline
1978 — UGG founded in California
Brian Smith founded UGG in 1978 in Santa Monica, California, after bringing sheepskin boots back from a surfing trip to Australia.
1985 — First surf shop orders
Smith sold the first 14 pairs of boots to surf shops in Orange County, building initial demand through word of mouth.
1995 — Oprah Winfrey endorsement
Oprah featured UGG boots on her Favorite Things episode, creating massive mainstream demand and launching the brand into popular culture.
2000 — Deckers Outdoor acquires UGG
Deckers Outdoor Corporation purchased UGG and began scaling production, retail distribution, and global marketing.
2023 — Global footwear icon
UGG grew into a multi-billion-dollar brand with worldwide retail presence, remaining synonymous with sheepskin comfort and casual style.
