UGG Unveils the New Classic

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

NEW YORK--()--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.

“This is without a doubt the biggest launch UGG® has ever undertaken in its 38 year history”

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

“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 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
Matthew Magnin, 212-247-8552

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Release Summary

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.