UGGly

UGG Shoes: by Sheep, for Sheep.

For some reason I found myself in an official UGG store last Saturday here in Shanghai (don’t ask). There are two things I already was well aware of; 1.) No matter how ugly I think the UGG shoes are; I know they are incredible popular all over the globe and 2.) The Chinese go crazy on all kinds of popular (Western) trends in the fashion, beauty, clothing and luxury markets. But I really opened my eyes that moment. I was there around 7.30 in the evening (yes, stores here are still open at that time), appearing unimpressed even almost embarrassed I found myself at such place and observing the cashier desk. I’m not lying nor exaggerating that every 3 minutes a pair of UGG shoes was sold. Knowing the average price they ask for this product and knowing how low the costs are to produce … this is a fucking goldmine.

Now, no matter how I feel personal towards a certain brand, I always rationalize there are reasons for its success which are to be supported. Nobody was ever able to create a worldwide brand purely out of luck. And for that reason, there is always an explanation why something is trending (temporary or long-term) and why so many other venture start-ups are not. Same as I hate Starbucks’ guts, yet understand the ‘why’ behind their story and could do nothing more than compliment their marketing strategies while drinking my cup of home-made coffee.

But for this brand, I feel a bit differently. Not only because I know some of their history and how they stole the product idea from a family business in Australia, how they tried to ruin those people afterwards, how bad the shoes actually are for your feet and how these are the kinds of brands we have to blame for the entire metrosexual stream among young men (talking about the boots), but also because of the fact I simply can’t stand the idea how such a product can be so tremendously popular, right at a time in my life I’m trying to be more open for all mainstream trends and brands.

It was insane to see how many people were in the store and actually spend so much money on such a hideous product. It’s again also insane to see once more how influential fashion trends can be for (young) consumers, even if hopefully in 5 years they will look back and think deeply “What the fuck was I thinking?” I strongly agree on the idea that we ALL are influenced in some degree, whether this counts for snobs, hipsters, hippies, and all those ever challenging that … but it’s remarkable how strong and obvious it once in a while can be.

Note that I’m more focusing here on guys wearing this boots.