The Mandah boot from the new UGG & Jimmy Choo collection
UGG Australia, the lifestyle brand whose iconic boots became synonymous with contemporary, laid-back Southern California style, will debut its first retail location at the Grove shopping center in Los Angeles in November. This will be the company’s tenth domestic store.
Love them, hate them or love to hate them (We, personally can’t imagine life without them anymore.), UGG boots are one footwear trend that continues to have serious legs. And those legs are not necessarily all wearing short denim skirts with them anymore. With shoes, apparel and accessories, both the brand and its wearers have evolved.
In fact, so much so that luxury footwear brand Jimmy Choo (whose founder Tamara Mellon is an UGG Australia fan) will be debuting its collaboration with UGG Australia this week at Jimmy Choo boutiques, Nordstrom and Saks Fifth Avenue locations. A company spokesperson confirmed that the new 1,700-square-foot Grove location will also carry the new UGG & Jimmy Choo collection.
We thought we were seeing a downward swing in the UGG boot-wearing frenzy about five years ago. And then realized how very wrong we were while attending a highbrow Hollywood party with an A-list attendance and an A-list swag bag to match. One of the items being gifted was a pair of UGG boots, which were being handed out to guests out of a coat-check room. Mon Dieu! If those ladies did not nearly beat one another senseless for the boots, trying to squeeze out more than one pair from frenzied staff, grabbing other people’s pairs and creating general mayhem in their own Jimmy Choos!
But happily for devotees, the brand has continued to make room for itself not only in the closets of Malibu mavens and fashion tastemakers alike, but has become part of the fashion lexicon, as in: “I just want to get out of these killer shoes and put on my UGGs!” or “I practically live in my UGGs.”
So, we must admit we cried a little fluffy, sheepskin tear when we read the UGG brand kit for media instructing on the appropriate use of the UGG brand name, which made clear that usage as a noun was strictly verboten! “UGG boots” is correct, not “UGGs” Now, we absolutely understand the need to keep a tight reign on a popular brand with many imitators. Legally distinguishing itself as a brand (UGG® a trademark of Deckers Outdoor Corporation) versus a product category called “UGGs” is vital. But we also have to say to UGG® Australia: Congratulations! This is how you know you are doing something right!
And we’re looking forward to seeing more UGG Australia styles at the new Grove concept store, designed by Anthony Donnelly. 
The boutique, which will be across from Barney’s CO-OP and share neighbors such as Michael Stars and J. Crew, will feature footwear, handbags, knits and select cold-weather accessories. The design will follow the global theme of the company’s other concept stores. Expect swanky finishes from zebra wood to frosted glass and a unique champagne metal finish. The floor and ceiling will be made from natural oak, slate, and zebra wood with custom built features.
Befitting its star status, the company will host a VIP launch party at the new Grove boutique on December 9 with Vanity Fair. We can’t guarantee that we’ll wear our UGG® boots to the launch party, but when we get home, we’ll definitely slip into our UGGs! (Shhhh.)
