UGG's journey dates back to 1978 when Australian surfer Brian Smith introduced sheepskin boots to Southern California's post-surf culture. Rapidly ingrained in beach and surf culture, UGG transcended the Californian fashion scene. Rooted in 19th-century traditions of Australian and New Zealand shepherds using sheepskins for protection, UGG achieved global acclaim. Collaborating with luxury and streetwear brands, UGG prioritizes sustainability by sourcing furs from regenerative agriculture. With a new creative director in 2020, UGG diversifies into ready-to-wear and sherpa accessories, upholding its iconic status in the ever-evolving fashion landscape.