The resurrection of the ugg 

By O’Neal Keegan

11 / 7 / 2022

Uggs are one of the most heavily debated shoes on the market right now. While the Classic Ultra Mini boot has been brought back into style, the hate for the classic UGG can not be forgotten. But how has the 2010 brand come back to life? Like crop tops and low rise jeans, the 2000s are coming back in full storm. The rise of the “Ultra Mini” style can be attributed to famous supermodel, Gigi Hadid. As a pivotal figure of the “model off duty” aesthetic, her endorsement of UGG has seen the shoe skyrocket in popularity. But, the typical UGG boot is not the one being brought back. The “Ultra Mini” has become so sought after that TikTokkers are cutting their own UGGs to emulate the new style of boot. The resurrection of the low top style is not only an aesthetic choice, but is also a result of the athleisure style that has become commonplace since 2010. 

It became increasingly prominent at the start of the COVID pandemic in 2020 and only continued when people left their homes to return to the workforce.  After living in our pajamas for a year, the athleisure style has spilled over into the office place and fashion world. The rise of the model off duty and the “clean girl” aesthetic occurred as a result of the world missing their days spent in their sweatpants.  The clean girl aesthetic emphasizes effortless beauty, encapsulated by the “no makeup” makeup look and polished but simple clothing.  It has risen on the social media platform Tik Tok since early 2022. The resurgence of  UGGs only further shows this. A warm and comfy shoe I can wear to class, the grocery store, over to a friends’ house? Sign me up. I wore UGGs around my house and to run errands even when they were practically banned from the fashion world circa 2010. I’m glad to see them back and with even more styles to choose from. UGGs are especially trendy on the GW campus and there has been a rise of the Ultra Mini style. Looking into the future, UGGs will only get more desirable as winter comes and people look for warm and comfortable footwear options.

The brand of UGG is also looking into the future, emphasizing responsibility to people and the planet on their homepage. The Australian shoe company is praised for their “responsibly-made products featuring materials that are authentic, high quality, comfortable, and durable. This includes ethically-sourced sheepskin, leathers, suede, wool, down, cotton, and hemp”.  They have made it a goal to reduce greenhouse gasses with each pair of footwear by 40% per pair and lower energy usage by 25% per pair by 2023. The brand has also committed to the Apparel Transparency Pledge, which means they post information on all of their Tier-1 suppliers to ensure ethical working conditions for workers. UGG is also partnered with the HERProject to provide training to women on the supply chain to ensure equal gender representation in the workplace and increase jobs for women.  HERProject “is a collaborative initiative that strives to empower low-income women working in global supply chains” by creating healthier and safer working environments. Over the last decade, the organization has reached over 500,000 women in 420 workplaces across 14 countries with its core programs. It has expanded from supply chain education to also awareness about healthy eating, personal hygiene, financial planning, and the roots of violence in the workplace.The brand has clearly shown that it wants to be more socially responsible through environmental and quality initiatives.

Overall, UGG is a brand that is rising in popularity as it adapts its classic styles to a new generation of UGG wearers. I can’t wait to see what new styles the brand comes up with as they make a resurgence in the fashion world.