UGG footwear and apparel

Brand Heritage and the Australian Connection

UGG was founded in 1978 in Southern California by Brian Smith and Doug Jensen, two Australian surfers. The brand was built around the classic sheepskin boot, a style that had long been popular among the surfing community in Australia for its warmth and comfort after being in the water. While the aesthetic is deeply rooted in Australian surf culture, the brand itself was officially established and developed as a commercial entity in the United States.

Global Manufacturing and Operations

Although synonymous with Australian tradition, the vast majority of UGG products are manufactured in Asia, specifically in China and Vietnam, to meet global demand. The brand utilizes high-quality Twinface sheepskin, often sourced from Australia, Ireland, the United Kingdom, or the United States, but the assembly and production occur in large-scale facilities across Asia. This allows the brand to maintain a massive worldwide presence across North America, Europe, and Asia.

Corporate Ownership and Market Position

In 1995, UGG was acquired by Deckers Outdoor Corporation (now known as Deckers Brands). Under Deckers' ownership, UGG transitioned from a niche surf brand into a global luxury lifestyle icon. Today, Deckers Brands, headquartered in Goleta, California, continues to oversee the strategic direction and expansion of the label, ensuring its position as a leader in premium footwear and casual apparel.