AaronShirt LLC - Official Memphis Tigers I Can Do All Things Through Christ 2025 T-Shirts

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Whatever viral style Ugg plans to release in the near future, however, you can bet on the brand’s collections to always call back to its most iconic classic boot. Meaning, don’t expect the release of a sleek, non-shearling sneaker or stiletto anytime soon. “When we put a product out, we really want it to feel right,” says Frain. “We don’t want to be trying too hard or to be phony.” The brand has experienced consumer hysteria before, so this time it’s doubling down on its polarizing cozy boot—and backing it with pride. “Fashion can be cyclical, so the brands that stay true to their roots—and find ways to be in sync with the trends—are the ones that stay on top of it,” says Frain. “The Ugg boot is our North Star. It’s something in our past that is a treasure—and it’s the key to our future.”

On Saturday morning, the spectacle of King Charles III’s coronation will begin in London, marking a new chapter in royal history. And on hand to witness it will be Kate Middleton, the Princess of Wales, who has been making the rounds in the days preceding the ceremony—both to kick off the celebrations that will run all through the long weekend, and to greet the influx of esteemed international guests who have descended on the city. On Friday, at a reception held at Buckingham Palace to welcome those who had traveled to attend the coronation, Middleton shook hands with foreign dignitaries and royals—including King Felipe VI of Spain, Crown Prince Frederik and Crown Princess Mary of Denmark, and the U.S. First Lady Dr. Jill Biden—while wearing a very appropriate shade for the weekend’s festivities: royal blue.

To counteract becoming another kitschy, fleeting shoe trend, Ugg has also ventured outside of its traditional footwear territory. Going forward, Ugg plans to keep the excitement around the brand going through its handbag and clothing categories. (Telfar did mini shearling Ugg bags, while designer Feng Chen Wang collaborated on shearling Ugg jackets.) “Our future holds more categories, and we want to keep the innovation going,” says Frain. With regard to shoes, the brand plans on ramping up its assortment of more avant-garde unisex styles too. “We surprise people with products they don’t expect from us,” says Frain. The label also has its eye on sustainability initiatives as well: In 2021, for instance, it launched Uggrenew, a refurbishment program where one can repair the Ugg boots that they already own. “We’re committed to reducing our carbon footprint, and we have long-term goals and investments with our products being composed with regeneratively sourced materials,” says Frain.

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