What started as a surf brand in Southern California in 1978 during the height of counterculture has grown into a brand that now resonates with everyone. This year marks UGG 40th Anniversary and it’s tapped icons in the worlds of fashion and art to celebrate. Bold, fiercely individual, and unapologetic, these creatives represent the next generation of UGG.


Model and activist Adwoa Aboah is a face and voice that represents our generation. She challenges conventional ideas of beauty, champions diversity, and empowers women both in front of and behind cameras. Her organization, Gurls Talk, gives young women an outlet to discuss mental health, sexuality, and body image.
“I love how UGG was initially a surf brand, but quickly became a brand worn by people all over the world.”
Adwoa Aboah

Heron Preston

Heron Preston, the artist, designer, and DJ, is a trailblazer in the fashion industry. Through innovation and experimentation, he’s emerged as a thought leader for today’s youth culture. His collaborations with some of the world’s most influential creatives shows off his genre-breaking style.
“UGG has always been a rule breaker, never changing its iconic silhouette to be accepted.”
Heron Preston

40:40:40 Collection

To commemorate its 40th Anniversary, UGG introduces the 40:40:40 Collection. The limited-edition collection reissues its most hyped styles in the brand’s original colorway, Sand. See the collection here

“From free-spirited surfers to provocative fashion designers and California creatives, UGG has embraced bold, unapologetic individuality for 40 years. What the UGG brand stands for is more important than ever, and this year we celebrate who we are now and look onward with excitement to the next 40 years.”

Andrea O’Donnell, President of Fashion Lifestyle @ Deckers Brands
Branded Content Editor

Sachin Bhola is a New York City-based editor and writer.