The next day I got dressed for school. I put on a pleated Burberry tartan skirt, a polo shirt, and my fresh-out-of-the-box Uggs, the boot rolled over at the top, just like Kate’s. Men's and Women's UGG Some mornings I’d slip them over awkwardly cut bootleg jeans or—like princess Paris—use them to accessorize my Juicy Couture tracksuit. This wardrobe cycle lasted for around a year or so until, as was inevitable, I grew out of my Ugg phase. Today, there’s a big, shiny stand-alone Ugg store across the street from where my mom lives, and the brand now offers bags, blankets, rugs, and apparel.

By the late 2000s, the golden age of UGG Boots was in full swing, spurred by the growing popularity of Australian products (Uggs are manufactured in China, but made of Australian sheepskin and linked to the country’s lifestyle) and a celebrity following that included Kate Moss, Sarah Jessica Parker and Stella McCartney. By 2010, Deckers’ stock was up 2400 percent since the company first announced its plan to buy Ugg, back in 1995, largely propelled by the success of the brand’s sheepskin boots.

However, it wasn’t long before the fashion media began to call time on UGG Best Price. Practically every high street store had begun knocking off the boot and the market was rife with counterfeits (customs officials were confiscating tens of thousands of pairs of fake Ugg boots each year). Severe market saturation meant that, over time, the boot came to be associated with pink velour tracksuits as much as supermodels. To make matters worse, the warm winter of 2011 contributed to disappointing results in the brand’s key selling season. Sheepskin costs also shot up due to a contracting global supply and increased demand.

Ugg has also refreshed its men’s collection by pursuing high-fashion collaborations. UGG Buy Online  It has worked with utility-minded New York designer Heron Preston, on waterproof “urban tech” pull-on boots, and bicoastal indie-darlings Eckhaus Latta, on a curious square-toed boot. Another joint effort, with A Bathing Ape, the legendary Japanese streetwear brand, yielded a camo-and-shearling sneaker that rapper Lil Wayne modeled in ads.

Ms. O’Donnell admits that the brand is “in the early stages” of converting men to UGG on Sale. The goals include persuading more influencers to post photos of themselves wearing the shoes on social media or to venture out in public strategically shod as bait for the paparazzi. Ugg targets everyone from “micro influencers”—those with under 10,000 devoted Instagram followers—to celebrities, including rapper Lil Yachty, whose follower counts are in the millions. In exchange for passively advocating Uggs, these influencers get product, or, if their audience is robust, money.

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