Ten years in the past, if I have been to let you know that UGG boots can be among the many high 10 hottest trend manufacturers of 2025, you in all probability would not imagine me. As soon as the footwear of alternative of school women who additionally thought leggings have been trousers (they are not), their meteoric rise to the highest of the style charts in recent times has been stunning.
The Lyst Index, a quarterly rating of trend’s hottest manufacturers and merchandise, launched their most up-to-date report and whereas the same old suspects nonetheless dominated the charts (Miu Miu, unsurprisingly is at primary, adopted by Saint Laurent and Prada), there have been various surprises. UGG and COS have been two excessive avenue manufacturers that edged their manner into the highest 20 scorching checklist with UGG sitting cooly at quantity 10 and COS at 17.
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In accordance with Lyst the demand for UGG is unprecedented, with searches are up 358% during the last three months, and up 12% 12 months on 12 months.
Gen Z little question has powered this skyrocketing demand, partly because of the gorpcore tendencies of seasons previous, favouring utilitarian types and luxury footwear, but additionally maybe coming from a collective nostalgia for Y2K trend when UGGs have been dubbed one in all “Oprah’s favorite issues of 2003.”
UGG’s recognition was additionally helped by a plethora of celebrities, and never simply any celebrities, A-listers like Jennifer Lopez and Rihanna who are sometimes snapped of their favorite shearling boots.
Just some weeks in the past, Rihanna made headlines for styling her Palace x UGG Tasman Slippers with aplomb, a slip-on type from one in all UGG’s most profitable, sell-out collaborations with a London-based skateboarding and clothes model.
These collaborations have been integral to UGG’s up-branding from a soft thermal shoe to a coveted trend merchandise. In the event you look intently at their collaboration companions, they aren’t essentially with essentially the most well-known manufacturers of the second, however fairly usually cult labels that both mirror UGG’s origins or values or faucet right into a discerning crowd of tastemakers. Palace as an illustration, is understood for its distinctive ’90s affect, usually incorporating VHS-style visuals in its advertising and marketing, and Telfar, one other latest model accomplice, is broadly thought-about one of many coolest black-owned rising trend labels helmed by queer Liberian-America, Telfar Clemens.
Final week, at males’s trend week, UGG launched one more collaboration, this time with super-cool Japanese label Sacai, which featured yeti fur boots and shearing-lined, knee excessive boots. I’ve by no means owned a pair of UGGs, however even I could not assist however share the photographs with my trend mates with a easy one-word caption beneath: “Want.”
Girls in my circle whom I by no means thought I would catch in a shearing boot even for a grocery run have additionally began sporting the UGG clogs, the slip-on type that incorporates a small platform heel that has now turn into the anticipated pairing with the tremendous wide-legged denims additionally making a comeback.
Such is the prevalence of this Australian model to have edged out Gucci and Jacquemus to turn into the must-own shoe in everybody’s wardrobes. In accordance with Lyst, their Extremely Mini Boot got here in on the quantity 2 on the most well liked merchandise lists, slightly below Coach’s Brooklyn bag that went viral after Bella Hadid put her stamp of approval on the inexpensive luxurious bag, and earlier than Miu Miu’s outsized fleece jacket. In truth, a have a look at the remainder of the recent merchandise checklist (the COS cashmere jumper, & Daughter’s purple Ada cardigan, and Massimo Dutti’s penny idler) will let you know, gone are the times of teetering to the tube in sky-high stilettos. Girls right this moment need consolation, ideally at an accessible price-point and UGG main the cost.