Uggs Are Indie Now. I Don’t Make The Rules.

ugg collaborations with telfar and molly goddard

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style points

Style Points is a weekly column about how fashion intersects with the wider world.

When Glenn Martens’s models strode out on the runway, their upper thighs encased in fluffy tan tubelets, the front row did a double take. Were those…could those be…UGGs?

Whatever your associations with the 40-year-old boot company—surfers, early-aughts Pamela Anderson, the heroines of The O.C.—its 2018 collaboration with the avant-garde Paris label Y/Project probably wasn’t one of them. It was as though the ultimate normie footwear had returned from a year abroad at the Royal Academy of Fine Arts in Antwerp— alma mater of Martin Margiela, Demna Gvasalia, and Martens.

yproject x ugg
UGGs on the Y/Project runway.

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aleali may in uggs
Aleali May wears the style at Paris Fashion Week. 

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“They weren’t expecting it,” says Andrea O’Donnell, president of UGG & Koolaburra by UGG of Deckers Brands, of the reaction

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