Once the footwear of choice for college girls, UGG boots have made a surprising comeback and are now considered one of the hottest fashion brands of 2025. The Lyst Index reports unprecedented demand, with searches up 358% in the last three months. Gen Z, celebrities, and collaborations with cult labels have contributed to UGG's success. This article explores the factors behind UGG's popularity and its impact on the fashion industry.
Ten years ago, if I were to tell you that UGG boots would be among the top 10 hottest fashion brands of 2025, you probably wouldn't believe me. Once the footwear of choice of college girls who also thought leggings were trousers , their meteoric rise to the top of the fashion charts in recent years has been surprising.
If you look closely at their collaboration partners, they are not necessarily with the most well-known brands of the moment, but rather often cult labels that either reflect UGG's origins or values or tap into a discerning crowd of tastemakers.
FASHIONS TREND UGG BRAND CELEBRITIES
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