Irrelevant to iconic: UGG surges in popularity among Gen Z with new collaborations and styles

UGG ranked 8th in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-28).

Once a 2000’s closet staple, UGGs were the must-have boot before retiring to the back of many closets. While UGG appeared to have lost momentum among other fads, the previously popular boot brand made an unexpected comeback in 2024 and captured Gen Z consumers’ attention.

So, how did UGG transform its nostalgic footwear into Gen Z’s latest obsession?

A Star-Studded Comeback

While UGG’s tall sheepskin boot dominated the 2000s, the brand leaned into new styles and collaborations to capture consumer interest in Q4. By partnering with Post Malone in October, UGG reimagined its classic designs and created new opportunities for consumers to shop the brand.

Post Malone X UGG hit the market on October 1 with a line of tall and ankle boots that were both weatherized and gender neutral. The campaign reflected Malone’s own love for UGG as he said the boot is something he’s “legit worn since high school.” 

In addition to new boot styles, Post Malone X UGG introduced a unique pop-up experience in Los Angeles, the “Feel House,” for consumers to shop the line, customize items, enjoy unique beverages and play games.

Throughout Q4, Gen Z consumers more often described UGG as “visionary” (+19.8), “simple” (+17.9), “premium” (+12.5), “stylish” (+12.4), “innovative” (+11.5), “socially-conscious” (+9.9), and “practical” (+9.6) compared to Q3.

Change in How US Gen Z Adults Describe UGG Q3 vs. Q4

QuestBrand. Base: US Gen Z adults. Pre: 7/1/2024-9/30/2024, n=129. Post: 10/1/2024-12/31/2024, n=151.

Sustainable Style

UGG continued to build on its Q4 momentum by collaborating with streetwear brand Gallery Dept to explore sustainable designs. While UGG released a limited collection with Gallery Dept in February 2024, the October line gave UGG’s Classic Boot and Tasman Slipper a western spin with denim and canvas materials. 

This sustainable take on UGGs signature styles, along with the brand’s collaborations, appears to have sparked Gen Z’s interest. From Q3 to Q4 we see growth across all four components of UGG’s brand equity score, with brand familiarity (+13.1) seeing the greatest spike. 

UGG’s Brand Equity Growth Among Gen Z Adults – Q3 vs Q4 2024

QuestBrand. Pre: 7/1/24-9/30/24, n=129. Post: 10/1/24-12/31/24, n=151.

After a strong Q4, UGG’s secret to staying relevant appears to be its unexpected twists on traditional designs. By introducing celebrity collaborations, creative designs and unique experiences, the nostalgic boot brand has reinvented itself for a new generation.

In today’s fast-paced fashion market, UGG set a great example for how other brands can revive their own classic collections. Will another forgotten fashion trend step out of the shadows soon?