Ugg boots are now shorter and chunkier - and more popular than they have been for a long time
The love for ugly shoes also withstands icy temperatures. Currently very popular: low Ugg boots with platform. But they are sold out everywhere.
Comfortable, chunky, polarising - that seems to be the recipe for shoe success right now. The trendy formula breathed new life into the brands Birkenstock, Crocs and Ugg and secured places at the top of the fashion market for the flagships for ugly kicks. And on the feet of numerous celebrities and influencers.
Now that slip-ons from Birkenstock and Crocs are taking a winter break, cosy Ugg boots in particular are dominating. Even if they never completely disappeared: The shoes probably haven't been as hyped as they are this season since the 2000s. The hashtag #uggs has over a billion views on Tiktok. One of the models is the fourth most popular fashion product of the quarter, according to fashion search engine Lyst. It girls like Kendall Jenner and Bella Hadid love their Uggs, just as Paris Hilton and Kate Moss did 15 years ago.
Ugg Boots 2.0: more sole, less shaft
The second heyday of the Australian surf shoe is driven, among other things, by the general trend movement towards more comfort. But also by a contemporary design update. Models with five-centimetre thick soles have given Uggs a new platform in the fashion world. The platform gives them a fresher look. More fashion, less slipper.
Source: Instagram: @lovisaworge
Source: Instagram: @taina.mood
A key feature of the new-generation Uggs is also the shaft height. In contrast to the noughties, deep versions are in demand today. The popular "Mini" ends at the ankle, the "Ultra Mini" slightly below. The even deeper, slipper-like "Tazz" made it onto the Lyst ranking mentioned above.
While low-cut boots aren't trendy per se, they are easier to pair with looser-fitting, long trousers that are slowly but surely taking over from skinny jeans. They are also more visually flattering. Regular Uggs often end at the thickest part of the calf. Together with the chunky leg, this can look unflattering.
Source: Instagram: @alexcrpn
Source: Instagram: @tinvbc
Classic models are also benefiting from the hype
However, finding one of these low models with a platform is currently insanely difficult. They are constantly sold out. On purpose. Deckers Outdoor Corporation, which owns the Ugg brand, creates an artificial scarcity by selling popular models like the "Platform Ultra Mini" only on Ugg's official website and in shops. This gives the appearance of exclusivity and encourages discussion on social media.
People reveal on Tiktok how they managed to snag one of the coveted models. Others post tutorials in which they make minis out of their regular Uggs, sometimes invasively with scissors, sometimes gently with bows. On the second-hand market, the sought-after Uggs are often sold above their original price.
Source: Instagram: @mariadjonsson
Source: Instagram: @elliiallii
This hype around the brand and the lack of availability naturally boost sales of the classic models. At the moment, even ordinary Uggs are hard to find in regular sizes. There's only one thing to do: subscribe to as many availability newsletters as possible, scour second-hand platforms in the meantime and be patient. A restock is not expected until next season at the earliest.
Auftaktbild: Instagram @ugg
Has endless love for shoulder pads, Stratocasters and sashimi, but a limited tolerance for bad impressions of her Eastern Swiss dialect.