UGG Chelseas - Neumel Chelsea

UGG Australian history:

1978
A young Australian surfer named Brian Smith founded the UGG Australia
brand against a backdrop of Southern California’s endless beaches and
relaxed, casual culture.

Mid80’s
The unforgettable sheepskin boots and the unique feeling they delivered immediately took hold within the surf community, initially establishing UGG as a brand for men.

1995
Deckers Outdoor Corporation purchased UGG Australia and quickly repositioned it from a regional surf brand to a luxurious comfort brand
- targeting high-end distribution and marketing in high-end fashion magazines.

2000
Oprah emphatically declared that she “LOOOOOVES her UGG Australia boots” on Oprah’s Favorite Things®.

Early 00's
Fueled by fans from coast to coast wearing UGG boots and slippers, an entirely new era of fashion exploded on the scene. The boots became the definitive, musthave item in every woman’s wardrobe. More UGG categories soon followed, showcasing everything from casual and knit boots, sneakers and fashion, to accessories and handbags.

Mid 00’s
UGG Australia opened its first flagship store in Soho, New York and further stores in Montreal, San Francisco and London, among others.

Late 00’s
As the love spread farther East, concept stores were opened in Beijing, Shanghai and Tokyo.

2011
UGG reconnected with their male roots by launching UGG for Men with superstar quarterback Tom Brady and the opening of the first freestanding UGG for Men store in New York City.

2012
UGG Australia launched the Classic campaign to celebrate the iconic classic collection.

Today
UGG Australia is one of the most famous and enduring brands in the world. What began with a pair of boots on the beaches of Southern California is now a brand that is firmly established in the hearts and minds of passionate fans across the world.

FEELS LIKE NOTHING ELSE
our brand promise reflects the essence of the UGG brand and speaks truthfully about the experience our brand delivers. We create unique products that feel like nothing else.

SHEEPSKIN IS OUR DNA

INCLUSIVE
Premium, but never elite

INDIVIDUAL
We feel like nothing else

LUXURIOUS
Committed to the finest materials and craftmanship

AUTHENTIC
Born on the beach, loved on the streets

EMOTIONAL
Trusted and embraced for our warmth and comfort