Ugg launches a collection suitable for the rain
Ugg dances in the rain. The shoe brand, most notable for its shearling boots, is expanding its waterproof product offering with a line of colorful and playful rain shoes revealed in a campaign featuring New Zealand dancer and choreographer, Parris Goebel.
The multi-faceted artist, who has worked with the likes of Rihanna and Jennifer Lopez, and choreographed Justin Bieber's Sorry video that has been viewed 3.5 billion times on YouTube, orchestrated Ugg's "Rain" campaign and enlisted dancers Taja Riley and Yuliana Maldonado in the process.
The collection consists of three different styles: Drizlita, Tasman X and Drizlita clear.
The Drizlita is a waterproof boot inspired by the brand's Classic Boot, equipped with a sheepskin-lined sole and a midsole made of recycled ethylene vinyl acetate (EVA) which retails for €99.95.
The Drizlita Clear has the same silhouette but plays the card of transparency (retailing for €129.95). This model should therefore be paired with the customizable and interchangeable sock inserts, which retail for €34.95. Finally, the Tasman X comes in the shape of a clog. It is cast in lightweight Treadlite foam and includes a removable sock dubbed “UGGplush” made of Lyocell and upcycled wool that can be worn with or without the shoe (€89.95).
Available online and in Ugg stores, the Rain collection is part of a diversification strategy of the brand owned by the American footwear group, Deckers. In 2020, Ugg launched its first sneakers. Its objective? To emancipate itself from seasonality and remain relevant all year round.
In the third quarter of its 2021-22 fiscal year which closed on Dec. 31, the California-based group, Deckers, saw sales reach $1.188 billion (€1.036 billion), up 10.2% compared to the same period last year. In this period, Ugg recorded a 7.9% increase in turnover to $945.9 million (€823.5 million).
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