How Did UGG Go From Paparazzi Staple to JW Anderson Co-Sign?

UGG has lived a lot of lives. The brand’s famously fur-lined boots spent the 2000s linked to young starlets like Lindsay Lohan, Paris Hilton, and Nicole Richie, where the shoes were often spotted in paparazzi shots paired with matching Juicy Couture tracksuits. UGG has become entangled in a specific kind of basic-ness, where all that shearling acts as a fuzzy signal, like a wearable pumpkin spice latte, that “Cozy Girl Fall” has arrived.

There’s an irony to these associations, given that the brand’s roots actually began in workwear and, later, sportswear: A century ago, Australian shepherds handcrafted twin-faced sheepskin boots to keep their feet warm in shearing sheds; decades later, an Aussie named Brian Smith launched UGG out of a van in Southern California, selling the boot to fellow surfers in need of something cozy to wear between waves. 

This backstory, plus its dual commitment to comfort and craftsmanship, has become central to UGG's newest (and maybe most surprising) era as a fashion icon, beloved by your favorite brands and collaborators. 

The pivot has been slow and steady, spread across killer collaborations stretching back nearly a decade to the dual BAPE and KITH releases in 2018. The bench has gotten deep. Limited-edition twists on the brand’s shoe range have come from Telfar and Denim Tears, Collina Strada and sacai, Sesame Street and Jeremy Scott. Streetwear has found its way into the fold through Palace and Tokyo-based brand AMBUSH. There was even Gallery Dept.’s incredible Cowboy Boot and Willy Chavarria’s Biker Boot. 

Now, the footwear label might’ve just nabbed its biggest co-sign yet: a loafer hybrid designed by Jonathan Anderson. Yes, we literally got an UGG slide and boot by the Dior creative director before Grand Theft Auto 6. If that isn’t a signal that the surfer co-signed brand is on a hot streak befitting its insulating boots, I just don’t know what else could make the case. 

During a recent trip to London to celebrate the launch of the UGG x JW Anderson collection, we spoke with UGG Global Marketing Director Kenza Chaouai about Anderson’s involvement and what the brand looks for in a collaborator. 

This interview has been condensed and edited.

This is arguably UGG’s biggest collaboration yet. Did you approach Anderson, or did he come to you? 

Jonathan was already a fan of UGG and approached us about collaborating. We’ve long admired his work, so we shared a mutual appreciation from the start, along with [an appreciation for] craftsmanship and comfort. That laid the foundation, and as we explored together, we realized how much potential there was. 

He has a gift for taking something familiar and making you see it differently. Bringing the Classic Boot and Tasman together with the language of the loafer created something unexpected that feels true to both brands. For us, this felt like the right moment to celebrate that connection and explore comfort through a new perspective. 

What perspective did he bring to UGG?

Jonathan is undeniably one of the great designers and creative directors of our generation. He has such a distinct vision, and we empower our partners to do what they do best. In this case, he brought his perspective to the Classic Boot and Tasman; their recognizable shapes, craftsmanship, materials and comfort were both the canvas and the inspiration.

He also brought a beautiful story that I think honors both brands, one that celebrates  daily rituals and the personal connection we have with what we wear. There’s something meaningful about a pair of shoes becoming part of your routine and the way you express yourself. That feels very true to UGG. Jonathan has given people a new way to experience these familiar icons and make them their own. 

Why do you think so many designers keep finding their way to UGG? 

We really listen. We know who we are, and we look for partners who have an equally clear point of view and an authentic connection to UGG. Jonathan approached us because he loved the brand and the product. That gave us a meaningful starting point to explore what we share, what’s distinct to each of us, and where an interesting creative tension lies. Both brands need to have a voice in what we create together.

For us, collaborations are about storytelling, through both the design and the narrative around it. There has to be a story worth telling and a reason for the product to exist. We want to create something that makes people feel, whether that’s a connection to something familiar or the excitement of seeing it differently. 

The launch wasn’t a runway show or a store event. It was a house party in a London townhouse dating back to the 1880s. Why that setting?

For JW Anderson, we chose London because it's a city that feels like home to both Jonathan and his namesake brand. We took over the townhouse for a party inspired by the beauty of everyday rituals. It felt like being invited into someone’s world; shoes were placed as though someone had just slipped them off, drinks were hand-crafted, and music brought everyone together. Those details let people experience the story behind the product.

Many celebrities wear UGG without an official partnership in place. How do you decide who to work with, and does it matter if they already wear the brand?

Authenticity is really important to us. The most meaningful stories come from a real connection. Sometimes we love what someone is doing and see a connection to our brand values; other times, they already have their own relationship with UGG. Either can be the beginning of something special.

Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase. Want to shop the products our editors actually love? Visit our SHOPPER page and subscribe to the newsletter for recs on all things fashion, footwear, and beauty.