UGG's Classic II boot is new and improved

By

Cassidy Mantor

Published
Jul 20, 2016

UGG has unveiled its new waterproof and stainproof Classic boot, named the Classic II, becoming the company's largest launch in its 38 year history.

The updated Classic II boot is water and stain resistant. The boot also is lighter and has better traction making it more wearable than the original iconic UGG boots.

“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, UGG's parent company.

Powers said, “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.”

The Classic II campaign features UGG's first ever global brand ambassador, Rosie Huntington-Whiteley in a series of large scale media ads.

For the California brand started in 1978 to create footwear to keep surfers feet warm, UGGs became increasingly popular among celebrities and other influencers who wore them as lifestyle pieces.

“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.

She continued, “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.”

The Classic II comes in three styles, mini, short and tall, for $140, $160 and $200 respectively. It is available online and at retail now.