Ugg is taking its boots to Brooklyn. The model’s newest Really feel Home expertise, an immersive house highlighting positivity via senses, shall be open on Oct. 28 — and FN acquired a primary look this weekend in New York Metropolis.
The Really feel Home idea contains an open flooring plan with a shoppable pop-up of the model’s fall 2022 boots, slippers and attire, in addition to a Kimberly Drew-curated native artwork show, social media-friendly opps and an Olfactory NYC meditation room. The house got here from a want to have fun self-expression whereas uniting Ugg’s giant client group, in accordance with Vice President of Advertising and marketing Carole Diarra.
“One among our model truths world wide is folks say that Ugg makes them really feel good in and out, and it truly is about this emotional consolation, in addition to the bodily consolation,” Diarra solely advised FN at its star-studded opening social gathering, emphasizing Williamsburg as a chief location for its numerous tradition.
Really feel Home, which can launch in China and South Korea later this fall, additionally celebrates a landmark yr for Ugg. Alongside elevated sustainability efforts with new Regenerate boots, the model has returned to celeb type with stars like Bella Hadid and Emily Ratajkowski, partnered with New York, Milan and Berlin Vogue Weeks. It’s additionally launched hit collaborations with Opening Ceremony, in addition to Fen Chen Wang and Telfar — two that may proceed into the longer term. The event additionally marked Ugg’s second to guide the dialog round “Ugg season” — colder months when many start sporting their shearling-lined boots in every single place doable.
“This yr was a end result of all of those model efforts that we’ve been engaged on for the previous few years,” says Diarra. “This was [also] the primary yr that we actually have owned this concept of ‘Ugg season.’ We simply made it official this yr that we wished to personal this concept and produce our group together with us.”
Really feel Home’s kickoff weekend included an artwork preview led by Drew, in addition to a VIP social gathering that included a Tierra Whack efficiency and customized tattooed boots by JonBoy, creating a really immersive expertise. The occasion, a star-studded affair with visitors together with Lourdes Leon, Ella Emhoff and Evan Mock, drew a big crowd that encompassed JonBoy himself — a longtime Ugg fan because the age of 14, who believes it does encapsulate the aforementioned communal emotion.
“Ugg stays shifting ahead, and it stays related,” JonBoy shared with FN. “It’s cool understanding that and placing collectively occasions like this, placing folks collectively, people who love style and music can come collectively and simply enable the troubles of the world to vanish for slightly bit and have a great time.”