The start of an international career

The buzz around UGG boots was almost immediate. Just two short years after their first appearance in the early 80s, UGGS established themselves as the quintessential comfortable footwear. The entire Californian coast was in love with them, which was no mean feat. But for Brian Smith, the dream was bigger: he could see his UGG shoe conquering the whole world.

The transformation took place in the 2000s. UGG shoes made a remarkable entry into the world of luxury, appearing on the catwalks of New York's posh fashion shows, and the success was dazzling. At that point, UGGs transcended their status as a simple post-surf shoe to become a real must-have for any self-respecting wardrobe.