UGG boots first became popular with which demographic?

Ugg boots first became popular with which demographic?

UGG boots became popular among competitive surfers in the 1970s. Although variations of artisanal sheepskin boots had been worn in Australia since the 1920s, the first commercially marketed boots were targeted at the surf community.

Origin of the “UGG” name

The origin of the term “Ugg boot” is uncertain. There are more than 70 registered trademarks that include the term “ugg” in various logos and designs in Australia and New Zealand, as the term is considered a generic reference to a type of shoe. Some believe that it is a shortened form of “ugly boot”. Others believe that the term grew out of earlier names, such as the “fug boots” worn by pilots during World War I. The first trademark application for UGG in the United States was filed by founder Brian Smith in 1984 (wikipedia.org).

Marketing a lifestyle

UGG founder Brian Smith was surfing in Malibu when he realized no one was wearing sheepskin boots in the US, unlike in Australia, where, he says, “one in two people had them.” At first, Smith had trouble getting people to buy his boots. Then one day, a group of teenagers told Smith they thought UGGs were fake because the models in the ads clearly couldn’t surf. So Smith decided to go out surfing with a couple of up-and-coming surfers and took photos of them all afternoon wearing his boots. He realised that marketing a product was “less about crafting a perfect image, with professional photographers and models, and more about showcasing a lifestyle—one that’s reachable, attainable, and resonates with its desired audience” (inc.com).