Brand reworking iconic shoe model is starting to become sort of a trend. Converse was the first to undertake such a thorny process with the Chuck Taylor All Star, launching its second version in a lifetime last summer featuring a sole courtesy of sister brand Nike delivering full foot cushioning and arch support. Today, Ugg launched the Classic II, a new version of the brand’s iconic furry boot that was born 38 years ago. Just a quick glimpse is enough to assert that nothing has been changed in terms of design. “As a global icon, it was essential the aesthetic of the original Ugg Classic boot was preserved,” said brand vice-president and creative director Leah Larson, who also pointed out that it addresses consumers’ needs for “increased innovation, technology and most importantly, wearing occasions.”
The Classic II comes with a pretreated sheepskin upper to protect against water and stains; a new outsole that promises increased traction, durability and flexibility; and a revamped logo and heel plate. Available in three different lengths –mini, short and tall–, retail prices start at $140 USD and go up to $200 USD.
In fall, the brand seasonal campaign will give extra support to the launch and hopes for high visibility after engaging its first-ever global ambassador: The English model Rosie Huntington-Whiteley, who has worked for the likes of Victoria’s Secret and Burberry. “This is a big moment for the brand as it is not just about celebrating the launch of a new boot; it marks the start of a whole new line of products you will soon start to see from the brand,” teased Dave Powers, president of Deckers Brands, owner of Ugg.
The Classic II boot is already available in the brand website and concept stores worldwide together with select wholesale partners.