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Uggs aims to transform ‘female-only’ image

Uggs aims to transform 'female-only' image

We all love Ugg boots. When they first emerged properly over here in the UK during the early noughties, we knew we were onto a winner.

What I like about Uggs is the fact that they are just so versatile. They’re so snug they work perfectly with kickback clothes, you know, joggers and a comfy hoodie.

But they’re also chic – with the right dress and right attitude, you can easily wear them for a social in the evening.

Needless to say, Uggs, which originated in Australia and New Zealand, have long been associated with women, the sheepskin boots becoming a sort of iconic image of the brand.

Now though, I find out Uggs are really going for it with transforming this perception that all they specialise in is women’s footwear – that’s far from the case.

Although they’ve been producing men’s shoes for a while, it’s not that well known, and most men, like my husband Mark, instantly think Uggs are aimed at us women.

Not anymore. They’ve recruited none other than Tom Brady, the American football quarterback who plays for New England Patriots, to promote their latest incarnation, and I have to admit, they’re pretty stylish.

Brady, who is married to the gorgeous Brazilian supermodel Gisele Bündchen, features in a new sporty and “macho” advert, where the decidedly non-sheepskin boots he’s wearing look absolutely brilliant.

There is nothing feminine about them and I reckon with Brady at the helm, who is worshipped by sports fans in the US, men all around the world will change their minds about Uggs.

“We couldn’t be more pleased with the relationship,” Connie Rishwain, Ugg Australia president commented.

“He was definitely our first choice and, for us, an obvious choice, because he is so professional … He’s a leader in his field, he’s obviously attractive, and he’s articulate, not arrogant.”

Do you think your chap could be sporting Uggs sometime soon?

Posted by Elsa Pienaar

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