When Wharton Business School students of the future study the greatest fashion comebacks of the twenty-first century, their textbooks will inevitably include Ugg boots.
The past few years may as well be entered into fashion's historical record as the Uggaissance: a period in which the Ugg boot went from a forgotten and somewhat frowned-upon icon of Y2K excess to a resurgent staple beloved for its comfortable fit and hint of irony. Celebrities too numerous to list wear them constantly; so do suburban parents, international influencers, and twenty-something TikTokers. In 2022, I covered the boot's re-emergence in street style for another fashion magazine with the headline "Mini Uggs Are the Moment." Two years later, as parent company Decker reports three consecutive years of the record revenue growth, the statement is only more true.
