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A brand that has always defied convention, UGG® (a division of Deckers Brands, NYSE: DECK) celebrates four decades with “UGG: 40 Years”, a global marketing campaign launching today. 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.


To celebrate, the brand envisions a new future by teaming its most popular icons with icons in fashion, innovation, and art. These unique individuals represent the next generation of UGG®, including Adwoa Aboah and designer Heron Preston, who have played a role in the brand’s success this year.


“Our creative vision for the ‘UGG 40 Years’ campaign was not to look back but to show forward,” said Ian Stewart, VP Marketing. “With the help of our incredible cast of talent, artistic direction and homage to our California heritage, we wanted to showcase the brand in a fresh, new way.”


“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 brand’s campaign by reimagining iconic California landscapes, such as Big Sur and the Red Wood Forest in saturated imaginative sets with vibrant colors and bold patterns. 72andSunny produced the campaign, and Kate Ruth was in charge of the styling.

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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