UGG

Brian Smith launched the business in 1978 by importing sheepskin boots from Australia to sell at his surf shop in California. He noticed that local surfers kept their boots on after exiting the water to keep their feet warm while driving home. This practical need sparked a niche market that eventually transformed into a global lifestyle brand.

Deckers Outdoor Corporation bought the company in 2001 for about $30 million and expanded its reach far beyond the beach. The acquisition brought professional marketing strategies that turned the classic boot into a mainstream fashion item during the early 2000s. Today the brand operates out of Goleta, California, and manages design, production, and sales across North America, Europe, Asia, and Australia.

Recent product lines like the Zora Loafer and the Fall 2026 Western Collection show the company adapting to modern trends while keeping its core focus on comfort. These new releases feature calf hair textures and embroidery alongside traditional twin-face sheepskin materials. The brand also partners with artists such as Channel Tres to support community initiatives like the Harmony Project LA. [edit]