A brand that has always defied convention, UGG® celebrates four decades with “UGG: 40 Years”, a global campaign which launched on October 4th.

Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot.

From what started as a men’s surf brand and transcended into a fashion industry authority, UGG® continues to show what it means to live the California lifestyle by being bold, provocative and free-spirited. Adorned with boldly colored poppies, California’s state flower, the campaign pays homage to that legacy and features current ambassadors, model Adwoa Aboah and designer Heron Preston, who have played a role in the brand’s success this year.