PR Newswire
SANTA BARBARA, Calif., Oct. 5, 2018
SANTA BARBARA, Calif., Oct. 5, 2018 /PRNewswire/ -- A brand that has always defied convention, UGG® (a division of Deckers Brands, NYSE: DECK) celebrates four decades with "UGG: 40 Years", a global campaign which launched on October 4th. From what started as a men's surf brand in 1978 and transcended into a fashion industry authority, UGG® continues to show what it means to live the California lifestyle by being bold, provocative and free-spirited. Adorned with boldly colored poppies, California's state flower, the campaign pays homage to that legacy and features current ambassadors, model Adwoa Aboah and designer Heron Preston, who have played a role in the brand's success this year.
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"From free-spirited surfers to provocative fashion designers and California creatives, UGG has embraced bold, unapologetic individuality for 40 years," said Andrea O'Donnell, President, Fashion Lifestyle Brands. "What the UGG brand stands for is more important than ever and this year we celebrate who we are now and look onward with excitement to the next 40 years."
To celebrate this important milestone, the brand envisions a new future that's still deeply rooted in its past by teaming its most popular icons with icons in fashion, innovation, and art. These unique individuals represent the next generation of UGG®.
Additional cast members will be unveiled throughout the month of October.
"UGG: 40 Years" was shot by photographer and visual artist Erik Madigan Heck, who is known for creating elaborate and surreal environments in his work. Heck brings a fine art sensibility to the campaign by reimagining iconic California landscapes, such as Big Sur and the Redwood Forest in saturated imaginative sets with vibrant colors and bold patterns, such as the sea of poppies, California's state flower.
On October 4th, UGG® hosted an exclusive event to celebrate its 40th anniversary and global brand campaign at the iconic Hollywood hotel Chateau Marmont. Campaign stars Adwoa Aboah and Heron Preston were joined by Vanessa Hudgens, Teyana Taylor, Justine Skye, Luka Sabbat, H.E.R., SIMIHAZE, Hailey Clauson, Cozy Boys, Gianni Lee, Amanda Steele, Anne Winters, Neels Visser, and more to fete the momentous occasion. Celebrating the brand's past and future, the event featured musical performances by H.E.R., Cherry Glazerr and Heron Preston, and included art installations by Gianni Lee and Cleo Wade. After H.E.R. performed, she announced her role as the new UGG® brand ambassador and star in the brand's Autumn/Winter 2019 campaign.
UGG® also ushers in their 40:40:40 Collection to commemorate the milestone. The limited-edition collection reissues its most beloved styles in the brand's original colorway, Sand. The capsule includes 40:40:40 branding in Women's, Men's and Kids' with prices ranging from $55-$180.
The limited-edition collection is now available at UGG® stores worldwide, ugg.com and at the select global wholesale accounts while supplies last.
About the UGG® brand
Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors and then the world, UGG® designs and retails footwear, apparel, accessories and homewares with an uncompromising attitude toward quality and craftsmanship. Delivering more than $1 billion in annual sales, UGG® partners with the best retailers globally and owns over 130 concept and outlet stores worldwide in key markets including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing. For more information, please visit www.ugg.com. @UGG @UGGforMen
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SOURCE UGG
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