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Ugg Celebrates the First Days of Spring in New Campaign

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

It’s only February, but Ugg is ready for the first warm days of spring with a new campaign, “Spring in Your Step.”

The Spring ’16 campaign, shot by photographer Cass Bird at Rolling Stone Ranch in upstate New York, showcases the breadth of product Ugg has to offer outside its core fall/winter business. The brand said the concept “capsulates the emotional and physical connection” associated with spring.

Highlights in the collection include the women’s Auburn Serape, which takes cues from traditional Latin American textiles, the Bella boot with a subtle heel and the sport sandal, Kari. Nail head details and vintage-inspired leathers add a touch of ’70s styling. The men’s line offers the Classic Boot-inspired Neumel chukka, the slip-on Henrik Perf driving moc and the Bueller, a casual sneaker in an all-white colorway.

“We are bringing the incredible comfort the brand is so synonymous with for fall and winter and infusing it into our spring line so that now all of our sneakers, sandals and slippers encapsulate the famous Ugg DNA,” stated Jennifer Somer, vice-president of Ugg, Women’s. “In short, Ugg is a brand that is worn and loved all year round.”

The spring line can be purchased online and at Ugg stores beginning this month.

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