PRESS RELEASES | Jul 26, 2016

UGG: unveils the New Classic

Supported by a large-scale media campaign launching in the fall and featuring the brand’s first ever global women’s ambassador Rosie Huntington-Whiteley, the Classic II Mini, Classic II Short and Classic II Tall will be available at UGG® retail locations and online from July 15th.

“This is without a doubt the biggest launch UGG® has ever undertaken in its 38 year history,” said Dave Powers, President and CEO of Deckers Brands. “Updating a product as iconic as the Classic was a big decision. However, after listening to what our consumers want we knew it was time.”

Addressing the needs of its customers, the new Classic has the same look and feel as the original but with the added benefit of a pretreated sheepskin upper to protect against water and stains, a Treadlite by UGG™ outsole for increased traction, durability and flexibility and a new logo and leather heel plate for a refined finish. These upgrades, in addition to the original design features of raised whip-stitch seams, license-plate shaped heel logo, rounded toe shape, exterior suede heel overlay and fabric binding, will continue to distinguish UGG® as the leader in premium sheepskin footwear.     

“As a global icon, it was essential the aesthetic of the original UGG Classic Boot was preserved”, said Leah Larson, Vice-President Creative Director at UGG® “The new Classic maintains the same premium craftsmanship our consumers know and love, whilst addressing their needs for increased innovation, technology and most importantly, wearing occasions.” 

Originally designed to warm the feet of surfers, the UGG® Classic Boot was quickly adopted by celebrities, athletes, influencers and customers all around the world who were looking for premium, effortless comfort and style. Today, UGG® has taken the original boot and expanded it into a full collection of footwear, accessory and lifestyle products that embody the brand’s DNA. 

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