Southern California-based global lifestyle brand UGG® debuts new product additions as they grow their year round Pride Capsule and dedication to the community. A celebration of self-identity and love, this year’s campaign includes friends of the brand like two-time Grammy Award-winning musician Lil Nas X (he/him), SAG Award-nominated actress and writer Hari Nef (she/her), star of British television drama “It’s a Sin” Omari Douglas (he/him), Model, Poet and Activist Kai-Isiah Jamal (They/Them) and UGG® FEEL YOU brand ambassadors Maya Samaha (she/they) and Jordun Love (he/him).
To further support the LGBTQIA+ community, for each pair of Disco Stripe slides sold on UGG.com, UGG® will donate $25 to GLAAD—a leading media advocacy organization accelerating LGBTQ acceptance and equality—up to a maximum guaranteed donation of $125,000. Additional donations will also be made to Terrence Higgins Trust, the UK's leading HIV and sexual health charity, supporting and amplifying the voices of people living with HIV and the Organisation for Human Health and Happiness (Ohhh! Foundation) Germany, a foundation which aims to empower young individuals to explore, embrace and experience their sexual identities safely and respectfully in a time that is ever-changing.
“We chose to showcase real, bold and wonderful individuals celebrating in a safe and welcoming environment, with amazing youth and allies and friends of the brand like Lil Nas X and Hari Nef,” said Andrea O’Donnell, President, UGG® & Koolaburra by UGG® at Deckers Brands. “We wanted to express that there is beauty in what makes you different and that you should never feel the need to apologize for who you are or who you love.”
“We did more than create images and films, we created memories and shared a collective respect and love. Because visibility is key for those who are often underrepresented, this UGG campaign became more significant. We went big, we went bold, and we didn't apologize.” said #UGGPRIDE campaign photographer Danielle Levitt.
“The best thing about our community is that we uplift each other. In a world where we are constantly surrounded by uncertainty we can turn to our community and find happiness and so much joy. To be real is to be free. That’s all we want in life.” Said Omari Douglas, star of “It’s a Sin”.
“To me pride means more than uplifting our community for one day or one month. It’s something that is forever and eternal.” Said Model, Poet and Activist Kai-Isiah Jamal. “Care most about articulating yourself for yourself and don’t worry about if other people get it. The one thing you feel insecure about most will be the one thing that gives you the most confidence one day.”
The campaign features a limited-edition collection of all-gender footwear and apparel in Pride-inspired colorways. Like the Disco Stripes Slide, the brand’s ever-popular Fluff Yeah and Fluff Yeah Cali Collage feature super soft sheepskin UGG® is renowned for, wedge platform, same branded elastic heel strap for a secure fit and rubber outsole for ultimate traction making it an outdoor slipper perfect to dance all night in.