Since 1978, UGG defies convention. Born on the coast of California during the counterculture period, the brand has always been worn by those who are not afraid in their sensations and dare to assert their look. This year, UGG is celebrating its 40th anniversary. On this occasion, the brand imagines a new future, still firmly rooted in our heritage, by associating our most popular icons with icons from the world of fashion, innovation and art. Bold and determined, these unique personalities represent a new generation for the brand. UGG .

ADWOA WEARS THE CLASSIC BOOT.

With his assertive personality, Adwoa Aboah rewrites the story of the modern woman. An activist and model, she opposes traditional beauty standards, rejects convention and has created a platform, Gurls Talk, which is a safe, non-stigmatizing space for women to talk about mental health, sexuality and self-image.

Classic Cuff Short Classic Mini II

HERON CARRIES THE NEUMEL.

A cross-genreartist, designer and DJ, Heron Preston has created a unique identity in the fashion industry through his commitment to innovation, experimentation and the unexpected. Not afraid to break away from rules and standards, he is a kind of spokesperson for young designers who challenge traditional codes and do things their own way.

Neumel Chestnut Neumel Black