UGG Unveils the New Classic
July 19 2016 - 7:06PM
Business Wire
The reimagined Classic II marks the biggest
launch in brand’s 38-year history
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.
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The New Classic in Chestnut (Photo:
Business Wire)
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, visit http://www.ugg.com/women-classics-ii/.
“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 occasions.”
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 UGG.com 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 www.ugg.com or www.deckers.com. @UGGofficial
#thisisUGG
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version on businesswire.com: http://www.businesswire.com/news/home/20160719006703/en/
Deckers BrandsLindsey DiCola,
212-247-8552lindsey.dicola@deckers.comorMatthew Magnin,
212-247-8552matthew.magnin@deckers.com
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