UGG

UGG was born in the late 1970s when Australian surfer Brian Smith arrived in Southern California with a belief that comfort could be a form of self-expression. Inspired by surf culture, music, and meditation, he introduced sheepskin boots to a community that valued freedom over convention. What began on the beaches of Malibu grew organically through word of mouth, authenticity, and rebellion.

From Surf Essential to Cultural Icon
Initially rejected by retailers, UGG gained traction through grassroots energy—sold from the back of a van and worn daily by surfers after cold morning sessions. Within years, the boots became a cultural staple, crossing from subculture to global recognition, embraced by creatives and later by Hollywood.

Bold Heritage and Design Identity
UGG’s design language blends softness with attitude, comfort with confidence. Defined by an indoor-meets-outdoor aesthetic, the brand challenges traditional boundaries of footwear—merging utility, ease, and expressive silhouettes into pieces designed to be lived in.

Responsibility and Material Innovation
UGG approaches responsibility as an evolving journey. The brand prioritizes recycled, renewable, regenerated, and natural materials while working toward reduced environmental impact and ethical supply chains. Durability, quality, and long-term wear remain central to its design philosophy.

What to Discover at ELLIS ROSCH
At ELLIS ROSCH, explore a curated selection of UGG’s most iconic styles and contemporary updates. From classic silhouettes to modern reinterpretations, each piece reflects the brand’s commitment to comfort, individuality, and enduring cultural relevance.