For so long, Ugg has lived on the edge of high mold — even after a spring ’17 coordinated effort with Preen by Thornton Bregazzi that involved trim hidden, bow-tied stage shoes, a critical takeoff from the brand’s mark ill defined sheepskin boots. In any case, now, after a few feature shaking appearances at Paris Men’s Fashion Week, it looks as if Ugg is at long last being grasped by the form first class.
It began when creator Glenn Martens of buzzy streetwear name Y/Project made over Ugg in his licensed boot’s picture: stretching it to hit the thigh, slumping it to an emotional degree and outsizing its general outline. It promptly partitioned the web.
Also, most as of late, Ugg discovered its second key partner in Sacai, a Japanese extravagance mark supported by form’s most persuasive road style stars and editors. Planner Chitose Abe displayed her fall ’18 prepared to-wear men’s gathering and, in a shocking move, picked Ugg to finish her layered, utilitarian-meets-streetwear looks. In dark or camel darker, these Uggs weren’t controlled to an unrecognizable degree — they remained consistent with the first yet were truncated to a shin stature and sewed with a stout sew upper.
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As it turns out, Ugg’s choice in men’s ready-to-wear partners is part of a bigger strategic move. “We are doing many things at the moment on a macro level — building our spring-summer business. Men’s is incredibly important,” Andrea O’Donnell, president of fashion lifestyle brands for Ugg holding company Deckers Brands, told WWD. “We want to protect what we have, which is a special classic franchise, but we are also doing a lot to focus and reimagine Ugg with a fashion spin.” Goal achieved.