Iconic brand celebrates its heritage via colorful cast of eclectic
NEW YORK–(BUSINESS WIRE)–Beginning in spring/summer 2017, UGG® (a division of Deckers Brands,
NYSE: DECK), founded in California, launches a global marketing campaign
that is rooted in its heritage. Aptly titled “Real”, the new campaign
features a collective of authentic Californians who live lives that
express the diversity, spirit and core values of the brand. Like UGG®,
these artists, musicians, surfers, creatives and eccentrics are
provocative, progressive, free spirited, sensual, optimistic and warm.
The UGG Collective
Inspired by the beaches, mountains and iconic architecture of
California, the campaign tells the story of 11 unique individuals that
personally and collectively represent the spirit of the UGG® brand. The
van Ree: An American artist and photographer, Tasya
cites Sally Mann and Francesca Woodman as inspiration. Her work
explores the relation between fashion and identity through a romantic
and intimate lens.
Brew: Ray Wright, Manu Li and Serk Spliff form the
LA-based rap group, Warm Brew. The group uses rap to reflect their
unique West Coast upbringing and to promote authenticity over façade.
Reponty: Born in French Polynesia, Hanalei learned how
to swim before she could walk. Starting her career as a professional
surfer, she now divides her time between surfing and running a
successful surfwear line.
Patrick: Sakae is a Swedish-Japanese surfer born
in San Francisco and raised in Japan. Having spent years traveling the
globe as a competitive surfer, he’s called Hawaii, Australia,
Indonesia and California, where he currently resides, home.
Aleali May: Blogger Aleali’s style is a cool mix of street
grunge and the avant garde. A force of creative energy, she epitomizes
the strong and independent West Coast urbanite.
Heidemann: Colleen has spent her life traveling the
world from Bangkok to New York to London to Paris. She now calls
Southern California home and devotes her time toward combating the
prejudices of ageism.
Jones: Singer-songwriter Yasmina splits her time
between her self-made desert home in Joshua Tree and a vintage ‘70s
fishing trawler in Venice Beach. She defies the status quo with her
McKenna: Born and raised in Venice, Haden spends his
time surfing and skating through LA. Effortlessly cool and laid back,
he is a fixture at Venice Beach’s historic skate park.
Hivner: Growing up in Long Beach, Daniel finds
stability and peace through surfing, skateboarding, snowboarding and
martial arts. Bold and adventurous, he thrives off the freedom and
exhilaration of life.
Coming together under the creative direction of Jess Wells, the UGG®
campaign was directed by Brazilian-born, California-based director and
videographer Kauai Moliterno, photographed by Frederic Auerbach,
styled by costume designer and stylist Kate Ruth with hair and
make-up by Gio Campora. Set to launch in tandem with the
spring/summer collection release beginning February 8th, the
global campaign is primarily focused on digital channels but can also be
seen in UGG® store and across selected out-of-home venues.
“The 2017 campaign celebrates the diversity and spirit of the California
lifestyle,” says Andrea O’Donnell, UGG® Brand President. “The UGG
collective is an eclectic group of people that represent our values and
our heritage. In telling their stories, we tell ours.” Click here
for additional information including product stills and a short movie
supporting the UGG® SS17 campaign.
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.
About Deckers Brands
Deckers Brands is a global leader in designing, marketing and
distributing innovative footwear, apparel and accessories developed for
both everyday casual lifestyle use and high performance activities. The
Company’s portfolio of brands includes UGG®, Koolaburra®, HOKA ONE ONE®,
Teva® and Sanuk®. Deckers Brands products are sold in more than 50
countries and territories through select department and specialty
stores, Company-owned and operated retail stores, and select online
stores, including Company-owned websites. Deckers Brands has a 40-year
history of building niche footwear brands into lifestyle market leaders
attracting millions of loyal consumers globally. For more information,
please visit www.deckers.com.
UGG® PR Associate
Matthew Magnin, 917-842-2391