Founded in 1978 by Australian surfer Brian Smith in Southern California, UGG has evolved from a niche surf-culture staple into a Global fashion icon. The brand's women's line is synonymous with "effortless luxury" and "California cool," defined by its use of premium sheepskin and a focus on uncompromising comfort.

The brand identity is built on a "bold heritage" that rejects traditional fashion norms in favour of "softness, extreme comfort, and a rebellious spirit.