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Ugg Just Relaunched Its Classic Booties

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A model wearing the updated Ugg boots. Photo: UGG

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Love them or hate them, Ugg boots have incredible staying power. After launching in the late ’70s as a post-surf shoe (they’re modeled after a style favored by Australian surfers) Ugg has surpassed all expectations by landing in the closets of 25% of American women, and growing numbers of men.

The brand announced a relaunch for July, but how much would they really change? The answer, unsurprisingly, is not that much. Viewed side-by-side, the Classic and the Classic 2.0 are impossible to tell apart. The only visible difference is a more streamlined logo on the back heel where the word "Australia" has been dropped.

But for Ugg fans, the differences you can’t see are pretty major. While the silhouette hasn’t changed one bit, the shoe has been made more water resistant and the soles have been given more tread — two updates that will make total sense to anyone who has worn a pair of Uggs while trudging through rain or snow — for a $10 price hike.

The new Ugg boots, shown with water splashing all over them.
Ugg Classic Short II, $160
Photo: UGG

Walking over slippery terrain in the original pair can prove treacherous (as anyone who has trekked over ice and snow can tell you). And while your feet stay toasty and dry, the outside suede gets soaked, leaving unsightly stains that climb up the boots and dry white, especially if you (inevitably) walk through salted sidewalks.

According to representatives from Ugg, they’ve known about this issue for quite some time; "Ugg Care and Cleaning" has long been one of the most popular pages on the brand’s website.

That upkeep hasn’t slowed sales. Over the past 15 years, the brand has, on average, sold one pair of the classic boots every eight seconds. Last winter, fashion consultant Lockie Andrews said that while so many women own the classic style, "most don’t go for a second pair" — even though the label makes updated versions in fringe, sequins, and several colors.

Now Ugg has given the 40 million Americans who own the iconic shoe a reason to upgrade, instead of spraying down and scrubbing their salt-stained originals season after season. Even if you’d never be caught dead in a pair of Uggs, you’ve got to admit that’s pretty brilliant.

You can shop the full new collection in stores and online, starting today.


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