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The UGG SS18 Preview



UGG dates back to 1978, when Brian Smith brought sheepskin boots from his native Australia and began selling them on the beaches of Southern California. The UGG boot was welcomed with open arms into the relaxed surfer culture of the region where the boots soon became a sensation.

Fast forward to SS18, and the iconic brand hasn’t forgotten its heritage. Continuing to celebrate its birthplace through a curated group of Californians gathered in iconic locations, each representing an arm of the diversity and beauty that adopted the brand’s birthplace. From the poppy-strewn sun dappled mountains of Walker Canyon, to the Torrey Pines State Beach and the iconic architectural feat of Lowe House in Palm Springs, UGG matches its campaign with a blend of aged and modern natural masterpieces to reinforce the brands image.

The individuals chosen chart their own path in life, and have diverse and interesting opinions about California in relation to their life path. Like UGG they are provocative, progressive, free spirited, optimistic and warm. Among these the brand shines light on a punk band from Orange County, a famous LA muralist, students from UCSB, a fashion photographer, and acclaimed vlogger and a multitalented Californian icon. Join us and step in to a Californian dream with UGG.

The UGG SS18 Lookbook

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Alex Neilson-Clark
Alex Neilson-Clark Writer and expert
Follower of street style trends by the dozen, you'll never catch me in anything but trainers. Accessories and outerwear are my calling and in my eyes, there's no such thing as overdoing them.

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