Deckers Brands and its flagship footwear brand, Ugg, are taking on the coronavirus pandemic through a new initiative that will provide monetary and product donations to local medical organizations totaling more than $1 million.
The Better Together initiative builds on the company’s existing charity efforts, Deckers Brands said, and will focus on areas in New York and its native California in order to support front-line workers fighting to save lives and stop the spread of the virus.
“Our hearts are with our friends, colleagues, customers and those on the frontlines during this pandemic,” Deckers Brands president and CEO Dave Powers said. “The newly launched Better Together initiative aims to deliver relief, support and comfort to those most in need. We are in this together.”
In New York, where Ugg operates four retail stores, the Better Together initiative will donate funds to NYC Health + Hospitals. This is the largest public healthcare system in the nation that doesn’t discriminate against patients with an inability to pay or with questions regarding immigration status, the company said.
NYC Health + Hospitals encompasses more than 42,000 employees operating in New York emergency rooms, ICUs, health centers and nursing homes. To show appreciation for their efforts, Ugg has partnered with nearby hotels to provide rooms for first responders and medical workers—each prepped with a selection of Ugg products like slippers and plush robes.
In Santa Barbara, Calif., Deckers Brands and Ugg established the Santa Barbara Better Together Fund. The company maintains its headquarters in the area and will use the fund to encourage donations to local small businesses and to facilitate donations of “vital supplies.”
Ugg also hosted an Instagram giveback event called #UGGTOGETHER on April 10, targeting individuals in the medical community who are putting their lives on the line by doing their jobs.
“Each week for a month, the brand will give 500 pairs of slippers to these individuals, highlighting their stories and providing a small dose of comfort in these uncertain times,” Deckers Brands said.