Most GenZs that are getting back into the hype of UGGs have no idea the extended history of these shoes. They were originally worn by laborers like farmers in rural Australia to keep themselves warm in the cold winter months. In the 1970s, Australian surfers began to wear the boots after their surfs in the cold waters. Because UGGs are made of sheepskin material, they are the perfect option to keep their wearer warm.
In the early 2000s, UGGs gained global recognition due to their popularity among celebrities such as Paris Hilton and Britney Spears, which launched their fame into pop culture. What celebrities wore off the red carpet was just as intriguing as what they wore on a casual Tuesday. Hilton, especially, was seen pairing UGGs with Juicy Couture sets, jeans, skirts, and everything in between. Soon, everyone was buying a pair and styling the boots like their favorite fashion icons were.
The Y2K era saw a rise in the streetwear style as well as a rise in comfort. The increased popularity of matching tracksuits, leggings, and jeans exemplifies these two styles. Additionally, marketers no longer market UGGs as a winter boot, but rather as a stylish and trendy year-round shoe.
UGGs’ popularity died down in the early 2010s when media rebranded them as “unfashionable” and “old school.” Many celebrities who previously endorsed the boots, such as Hilton, have now abandoned them in the wake of the Y2K era. The trends became much more eccentric; the look of the past died, and buyers often gravitated towards ankle boots, Birkenstocks, and dad sneakers. People often criticized UGGs online, scrutinized their round-toe design, and made jokes about them on Twitter, Tumblr, and Instagram.
Despite this, UGGs remained a popular option among surfers and individuals in places with colder climates. The brand never stopped creating new and innovative designs for new shoes catering to new styles.
In the late 2010s, UGGs took a turn. Celebrities like Kendall Jenner and Bella Hadid brought UGGs back into the spotlight by wearing them on casual and off-duty occasions. Hadid and Jenner showed how the boots could be stylish when worn casually, paired with leggings, skinny jeans, and oversized jackets. From here, the 2010’s UGGs look emerged. People wore UGGs to pumpkin patches and fall harvests, making them an absolute staple in the fall.
After experiencing a resurgence in the late 2010s, UGGs maintained their relevance in pop culture and became a seasonal staple. However, in the last couple of years, the popularity of UGGs has surged once more, and it appears that everyone is purchasing them. Because of the relevance of TikTok, trends are much more susceptible to a rapid rise; UGGs are not exempt from that. In the 00-10’s, longer foldable boots gained popularity, but in the 2020s, ultra-minis and platforms have become the most popular options.
Since UGGs gained popularity in the early 2000s, many brands have imitated them. Their $150+ price tag led many brands like Target, Walmart, Payless, and several others. to retail boots that looked similar to the iconic original.
“Dupe Culture” is just as relevant today in the 2020s, if not more. TikTok brands “dupes” as budget-friendly alternatives to the expensive originals. Now, you can still find dupes for UGGs at H&M, Primark, and the most notorious, Amazon. The UGGs company has also created a sister brand, Koolaubra, which provides similar styles for a much lower price. Koolaburra can be found in many iconic bargain stores like Ross, Nordstrom Rack, and Marshalls.
Their rise to popularity again is based on the resurgence of comfort and leisurewear. After the pandemic, people started prioritizing comfort over extravagance, leading to a surge in the popularity of leggings, sweats, and baggy clothes, with UGGs following suit. In addition, Gen Z is known for reviving Y2K trends like low-rise jeans and cargo pants, and it’s no surprise that such a 2000s staple wouldn’t be back as well. Despite their decline in high fashion in the 2020s, prominent runways and collections such as Y/Project and Molly Goddard continue to feature UGGs. These brands reinvented the UGG and gave them a fresh look by adding platforms and colorful textures.
Gen-Z is also all about aesthetics. “Cozy aesthetic” is characterized by athleisure wear, loungewear, and just generally wearing comfortable clothes all day, every day. The aesthetic prioritizes warmth and relation, which makes UGGs the perfect figurehead for this trend.
Like many brands, UGG has been taking sustainability measures. In recent years, there have been greater measures towards raising awareness of environmental issues. UGG has started purchasing more ethically made wool and implementing more ethical tanning methods. In addition, UGGs launched the “Repurposed Collection,” which uses recycled materials in its designs and continues to work towards lowering its footprint as a brand. This resonates especially with Gen-Z, who are very eco-conscious and gravitate towards sustainable fashion.
Despite its ups and downs in relevance and popularity, UGGs have solidified their position as a “timeless,” cozy, warm, and stylish piece of footwear in the colder months of the year.
