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Australian footwear brand UGGs are making their ugly shoes cool again

Australian footwear brand UGGs are making their ugly shoes cool again

Let it slip

Text: Jolene Khor


UGG extends a foot out of the lifestyle circuit to step into the fashion world

Of all the '90s icons that have crept their way into the now — from patchwork bags and ugly sneakers to questionable eyewear loud and minute — we never would have pegged UGG to join the line-up. Turns out, its collaboration with Y/Project several months prior (as modeled by Rihanna) was just a hint at its brand overhaul.

 

Continuing the revamp of their image, the Aussie label is applying their sheepskin know-how on an extended range of products to lure the fashion forward, counting velco sneakers (lined with fleece, of course); slippers topped with wild hair; and even fuzzier Chewbacca sandals, done chunky to do its bidding.

Those resisting change, rest knowing your outback playmate is not walking away from their bread and butter. Within the four walls of its new store at Paragon Shopping Centre (marking UGG's return to Singapore) is the Classics Bar, the first of its kind in Southeast Asia, rightfully respecting the unmistakable Classic boot that cosied up to the world in its heyday. 

UGG is now open at Paragon Shopping Centre, #02-51.

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