UGG Unveils the New Classic

The reimagined Classic II marks the biggest launch in brand’s 38-year

NEW YORK–(BUSINESS WIRE)–Almost 40 years since the UGG® Classic boot was first created, today the
brand unveiled a first look of its new Classic. The reimagined boot,
aptly named Classic II, incorporates innovative technology
including water and stain resistance, better traction and an overall
lighter weight for increased wearability.

Supported by a large-scale media campaign launching in the fall and
featuring the brand’s first ever global women’s ambassador, Rosie
Huntington-Whiteley, the Classic II Mini, Classic II Short
and Classic II Tall will be available at UGG® retail locations
and online starting this week.

For a closer look at the New Classic and some inspiring styling tips,

“This is without a doubt the biggest launch UGG® has ever undertaken in
its 38 year history,” said Dave Powers, President and CEO of Deckers
Brands. “Updating a product as iconic as the Classic was a big decision.
However, after listening to what our consumers want we knew it was time.”

Addressing the needs of its customers, the new Classic has the
same look and feel as the original but with the added benefit of a
pretreated sheepskin upper to protect against water and stains, a
Treadlite by UGG™ outsole for increased traction, durability and
flexibility and a new logo and leather heel plate for a refined finish.
These upgrades, in addition to the original design features of raised
whip-stitch seams, license-plate shaped heel logo, rounded toe shape,
exterior suede heel overlay and fabric binding, will continue to
distinguish UGG® as the leader in premium sheepskin footwear.

“As a global icon, it was essential the aesthetic of the original UGG
Classic Boot was preserved,” said Leah Larson, Vice-President Creative
Director at UGG® “The new Classic maintains the same premium
craftsmanship our consumers know and love, whilst addressing their needs
for increased innovation, technology and most importantly, wearing

Originally designed to warm the feet of surfers, the UGG® Classic Boot
was quickly adopted by celebrities, athletes, influencers and customers
all around the world who were looking for premium, effortless comfort
and style. Today, UGG® has taken the original boot and expanded it into
a full collection of footwear, accessory and lifestyle products that
embody the brand’s DNA.

“This is a big moment for the brand as it is not just about celebrating
the launch of a new boot; it marks the start of a whole new line of
products you will soon start to see from the brand,” continued Powers.

The new Classic is available at all UGG® concept stores worldwide,
online at and at select wholesale partners from July 15th.
The Classic II Mini will retail for $140 USD, the Classic II Short will
retail for $160 USD and the Classic II Tall will retail for $200 USD.

About UGG®

Founded in 1978 in California, UGG® is a division of Deckers Brands
based in Goleta, California. The brand has built a reputation on luxury
and comfort by using only the finest materials in the world, employing
the highest standards of craftsmanship, and delivering new and
innovative styles. For more information please visit or
@UGGofficial #thisisUGG


Deckers Brands
Lindsey DiCola, 212-247-8552
Magnin, 212-247-8552