The UGG® Australia story began in 1978, when Brian Smith, a young surfer from Australia, took a trip to the United States with a bag full of sheepskin boots. After finding a new home amongst California surfers, the UGG® Australia brand began to take shape.
Deckers Outdoor Corporation acquired UGG® Australia in 1995. . By 1998, the product line had grown to include two boots, four slippers, and a few casuals. It was in 1998 that UGG® Australia brand first stepped up alongside the world's finest luxury footwear brands. UGG® Australia was positioned as a high-end luxury brand, made evident by a premium distribution strategy and high-end fashion marketing and communications.
The luxury and comfort of UGG® Australia proved to be a perfect fit for the high-end footwear world and the media reach expanded into more and more high-end magazine titles. The business continued to grow steadily as UGG® Australia reached beyond the beaches of California to New York City - and beyond.
In 2003, UGG® Australia was named Footwear News' "Brand of the Year" and was responsible for the creation of an entirely new category of footwear. From that moment on, UGG® Australia would be seen on the runways, celebrities, models and fashionistas around the world.
