UGG has debuted new product additions — available in rainbow colours and trans flag stripes — as they grow their year round Pride Capsule and give the queer community the chance to celebrate their identity from head to toe.
Alongside the product drop, UGG have released a campaign featuring contemporary queer icons such as Lil Nas X, Hari Nef, It’s a Sin‘s Omari Douglas and Kai-Isiah Jamal. And with a background of disco balls, confetti and streamers, it’s giving major queer prom energy.
The campaign features a limited-edition collection of all-gender footwear and apparel in Pride-inspired colourways. Like the Disco Stripes Slide, the brand’s ever-popular Fluff Yeah and Fluff Yeah Cali Collage feature the super-soft sheepskin that UGG is renowned for in addition to a wedge platform, elastic heel strap and rubber outsole, making it an outdoor slipper perfect for dancing all night.
To further support the LGBTQIA+ community, starting on 20 May, for each pair of Disco Stripe slides sold on UGG.com, UGG® will donate $25 of the marked retail price to GLAAD — a leading media advocacy organisation 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, of the campaign. “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.”
You can shop the #UGGPRIDE Collection at ugg.com/pride
