Southern California-based global lifestyle brand UGG® debuts new product additions as they grow their year-round Pride Capsule and dedication to the community. A celebration of self-identity and love, this year’s campaign includes friends of the brand like two-time Grammy Award-winning musician Lil Nas X (he/him), SAG Award-nominated actress and writer Hari Nef (she/her), star of the British television drama “It’s a Sin” Omari Douglas (he/him), Model, Poet and Activist Kai-Isiah Jamal (They/Them) and UGG® FEEL YOU brand ambassadors Maya Samaha (she/they) and Jordun Love (he/him).
#UGGPRIDE CAMPAIGN CELEBRATES WITH GLAAD, TERRENCE HIGGINS TRUST AND OHHH! FOUNDATION
To further support the LGBTQIA+ community, starting on May 20, for each pair of Disco Stripe slides sold on UGG.com, UGG® will donate $25 of the marked retail price to GLAAD—a leading media advocacy organization accelerating LGBTQ acceptance and equality—up to a maximum guaranteed donation of $125,000. Additional donations will also be made to Terrence Higgins Trust, the UK’s leading HIV and sexual health charity, supporting and amplifying the voices of people living with HIV and the Organisation for Human Health and Happiness (Ohhh! Foundation) Germany, a foundation which aims to empower young individuals to explore, embrace and experience their sexual identities safely and respectfully in a time that is ever-changing.
“We chose to showcase real, bold and wonderful individuals celebrating in a safe and welcoming environment, with amazing youth and allies and friends of the brand like Lil Nas X and Hari Nef,” said Andrea O’Donnell, President, UGG® & Koolaburra by UGG® at Deckers Brands. “We wanted to express that there is beauty in what makes you different and that you should never feel the need to apologize for who you are or who you love.”
The campaign features a limited-edition collection of all-gender footwear and apparel in Pride-inspired colourways. Like the Disco Stripes Slide, the brand’s ever-popular Fluff Yeah and Fluff Yeah Cali Collage feature super-soft sheepskin UGG® is renowned for, wedge platform, same branded elastic heel strap for a secure fit and rubber outsole for ultimate traction making it an outdoor slipper perfect to dance all night in.
A proud spin on the brand’s signature design, the Fluff You Cali Collage is equal parts ease and attitude. Offering effortless style with exposed fluff and a carefree slip-on silhouette, it’s made of the brand’s cozy UGGplushTM wool blend with a supremely soft sheepskin insole. Adding a lightweight Treadlite by UGGTM outsole ensures the feeling of UGG® with every step.
Because celebrating Pride isn’t just for adults, the UGG® brand’s fan-favourite Fluff Yeah slide is offered in kids’, toddlers’ and infants’ sizes and fun rainbow colourways for a multitude of mini-me matching moments.
The #UGGPRIDE Collection is available now and will be offered year-round while limited supplies last. The Disco Stripe Slide is sold exclusively at UGG® stores and on ugg.com/pride, while the rest of the collection can be purchased at UGG® stores, ugg.com/pride and select key retail partners nationwide.