The story of Ugg

A counting game: track the number of Uggs whose paths you cross today. From the moment you set out to the turn of the latch on your return, tally each one.

Arriving at a friend's house for brunch, you'll spot three pairs of the lumpen sheepskin boots in the entry hall; on the way home, four teenage girls forming a chain across the pavement wear matching Uggs, the water stains like age rings. A baby's feet dangling out of a pushchair are shod in miniature booties (pale-pink: it's a girl), and a woman immediately ahead of you in the coffee queue boasts a prickly-looking gold sequin pair. Chances are, around Ugg 15, you'll forget to count - they're everywhere.

Clumpy or comfortable, hideous or heaven-sent, few shoe styles have proved as divisive as Uggs. The boots - originating from Australia - have outlasted all forecasts of their demise, and rocketed to ubiquity as one of the footwear industry's biggest success stories of the past decade.

The genesis of the original Australian sheepskin boot is tough to trace, as surfers improvised the boots to keep feet warm after catching a wave before they were ever commercially produced. Uggs as we know them landed in the US with the Aussie surfer Brian Smith, who hauled a few dozen pairs of his Ugg Australia-brand boots to California in 1978.

The boots attracted a devoted clientele in California surf shops and speciality stores, but didn't find a broader audience until Deckers Outdoor Corporation bought the brand for $15 million in 1995. At the time, the Arizona-based group saw Ugg as a complement to its successful Teva sandal business. 'The company founder wanted a product line he could sell in the winter, and thus keep the sales force employed,' Angel Martinez, Deckers' chief executive, said. 'It wasn't much beyond that.'

Actresses who discovered Ugg boots through surf shops or surfer boyfriends began wearing them during 15-hour days on set, keeping them on under evening gowns for waist-up formal scenes. Paris Hilton in her mid-2000s It-girl heyday wore Uggs everywhere, pioneering a new brand of pampered LA slovenliness when pushing sweatpants into the boots, or showing they could be sexy worn with miniskirts. ........

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