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Ugg Returns to Cali for Spring ’17 Campaign

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Ugg takes fans back to its California roots in its Spring ’17 campaign, released Wednesday.

Following the comfy-boot brand’s designer makeover from Phillip Lim, the brand now turns to local legends for its Spring ’17 campaign.

The new campaign, titled “Real,” features the Ugg Collective—a group of 11 real-life Californian creatives, from musicians to surfers, who the company feels exemplify the core values of the brand. The Ugg Collective includes artist and photographer Tasys van Ree, singer-songwriter Yasmina Jones, surfer Daniel Hivner, and a slew of others.

“The 2017 campaign celebrates the diversity and spirit of the California lifestyle,” said Andrea O’Donnell, Ugg brand president. “The UGG collective is an eclectic group of people that represent our values and our heritage. In telling their stories, we tell ours.”

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