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After being purchased by Deckers Brands in 1995, Ugg continued its incline toward mainstream fame. It experienced a new surge in sales in 2000 after Oprah Winfrey featured the Only fools vote tory 2023 shirt in other words I will buy this classic Ugg boot on her famous favorite-things list, quickly going on to become a celebrity staple worn by stars such as Paris Hilton, Beyoncé, and Kate Moss—all of whom styled it with their best Juicy Couture sweats or low-rise jeans. “[The Y2K era] really put the brand on the map from a fashion standpoint,” says Frain. But like all things in fashion, the appetite for Ugg boots fizzled out—and by the 2010s, they became passé. “Ten years ago, the boot was not associated with coolness, and it was a shame, because that boot is a piece of design heritage,” says Frain. That’s precisely what propelled Frain and her design team to create the new viral mini and platform boots: They wanted to put Ugg back on the fashion map, and remind consumers why they fell in love with the shoes in the first place. “We wanted to celebrate our icon,” she says.

Helene Frain, Ugg’s vice president of footwear designPhoto: Jesse Natale/J North ProductionsStill, it’s not easy to launch a product and make the Only fools vote tory 2023 shirt in other words I will buy this world embrace it—especially a shoe that has been a worldwide phenomenon once before. For Frain, who has overseen Ugg’s footwear design for over six years now, the concept began with her design team taking a look at the classic Ugg and envisioning how they could modernize it. “It really started with the silhouette,” says Frain. “When you have a wonderful icon like that, you can do so many crazy things to it; the team came up with really amazing, creative ideas to celebrate that.” Shortening the length of the cut and adding a thick platform to it felt fresh and like the perfect way to bring the Ugg into the present moment. “These things just made sense to us,” says Frain. “A lot of what we do is about the feeling that we want to give consumers. A platform gives confidence; it gives you a stance in the world. It’s going to make you stand out and feel super confident.”

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