I’ve been a devoted UGG wearer ever since my teens, when the Southern California–born sheepskin boots first burst onto the international scene and established themselves as a Noughties style staple. For most, they were a trend that happily faded away alongside the era's velour tracksuits, denim minis, and skinny jeans—at best relegated to guilty-pleasure status, strictly worn at home or post-gym. But not for me. Against my better judgement, I never quite gave them up, and have resolutely continued to wear them, out and proud, reactions be damned, ever since.
Some time ago, however, I began to notice a shift. Where once my choice of footwear might draw raised eyebrows, confusion, amusement, or even sneers, the post-pandemic prioritisation of comfort made UGGs—along with trainers, ballet flats, et al—acceptable again, and not just in off-duty contexts either. But, it turns out, that was only the beginning. In the years since, UGG has undergone a full-blown transformation, elevating the humble shoe from simply permissible to genuinely cool—and it’s all thanks to a handful of seriously clever collaborations.
