Ugg and Urban Outfitters are reuniting for fall as part of the Philadelphia-based retailer’s latest “On Rotation” activation.
Starting today, select Urban Outfitters stores have installed new shoppable environments featuring dedicated footwear try-on spaces, vintage-inspired details, and a playful, loaded-up tailgate installation showcasing curated Ugg apparel and footwear.
Consumers will find seasonal standouts like the Ugg women’s Goldenstar Evelina Clogs, women’s Classic Ultra Mini Western Embroidered Boots and women’s Nikia Crochet Fluff Zip-Up Jacket. For men, there is also the Ugg Classic Ultra Mini Boot and the men’s Tasman Slipper Clogs.
Launching across five Urban Outfitters locations in October and November, including New York City, Boston, Chicago, Los Angeles and the Philadelphia area, the experience will extend beyond stores through a broader marketing campaign spanning original editorial content, out-of-home advertising, paid and organic social, and digital storytelling.
Bijon Javadzadeh, general merchandise manager of men’s and footwear at Urban Outfitters, said in a statement that the new activation is a result of “constantly listening to what inspires Gen Z and looking for new ways to connect them with the brands and products they love.”
“Ugg really resonates with our customers, particularly as they start dressing for fall,” Javadzadeh noted. “On Rotation gives us the opportunity to build on that affinity through our own creative perspective, inspiring them to reimagine their favorite styles and discover new silhouettes from the brand.”
Urban Outfitters noted that its partnership with Ugg will continue into the holiday season.
This latest launch comes as Urban Outfitters continues to grow its footwear reach with a targeted approach around Gen Z. In March, the retailer hosted Vans as part of its On Rotation series in celebration of the action sports brand’s 60th anniversary.
Javadzadeh told FN in a March interview that Urban Outfitters’ focus of footwear comes as the category grows “increasingly important” to its target younger consumer.
“Both sneakers and casual footwear are really the foundation of youth style today,” Javadzadeh, who previously held merchandising roles at Nordstrom and Tilly’s, said at the time. “So, we’ve seen really strong engagement with expanded assortments and growing these big partnerships. And footwear has been a key part of some of these strong results.”
As for Ugg, the Deckers Brands-owned footwear label revealed its first collaboration with JW Anderson earlier this week. The new unisex collection updates two of Ugg’s signature shoe silhouettes, the Classic Boot and the Tasman.
The result is the new the Ugg x JW Anderson Loafer Boot and the Ugg x JW Anderson Loafer. Both shoe models are offered in three colorways — “Chestnut,” “Khaki” and “Orange” — and feature a rounded toe, box-stitching and the saddle strap detail across the vamp.