California-based Ugg expands its reputation for cozy, comfortable footwear into a bigger-than-ever collection of ready-to-wear for men and women. Offerings include an array of sherpa jacket silhouettes, along with higher-priced shearling coats. The launch collection also features a recycled cotton collection of hoodie, crewneck and jogger silhouettes.
While the brand has long offered apparel, for fall the collection reflects a break from the past and a different approach to design and investment in the category.
In an exchange with WWD, Jennifer Somer, who’s Ugg’s general manager of ready to wear explained, “We have been incubating and testing apparel over the past four years, and the one place we’ve executed well is in the lounge/sleepwear category, which presents in a cohesive way with our slippers, but looking at where Ugg was, the next step to push forward was with a more elevated expression of apparel.”
As part of the effort, Ugg put together a dedicated design team, which has been work on the launch collection for 18 months. Launches will be take place four times a year.
Pricing on fleece items range from $128 for the Marlene zip-up sherpa jackets up to $1,795 shearling coat. The debut collection is now live on ugg.com and at all its 130 stores globally. Offerings will also be sold exclusively at Nordstrom, which will begin carrying it on September 8, 2020 on its online store and at 15 stores.