What's With Those Ugg-ly Boots?

A Material Culture Study

While at my university today I thought I was seeing doubles, no triples maybe even quadruples! It seemed every corner I turned were ladies treking through the campus tundra in soft oversized boots which they fondly call ugg boots. Although, I am not surprised to see these boots back with the recent chilly temperatures, what’s so interesting about this style is that it also pops up when you are least expecting it. They are spotted at dance clubs, on the cover of Hollywood magazines or yes - even at the beach! These warm woolly wonders are taking over the streets again and no strappy stiletto heal or nastily narrow flat will stand in the way!

In a Public History workshop this week we explored material culture or in other words the study of objects, their history and what historical insight they can provide us. Following this class I couldn’t help but marvel about these interesting specimens of everyday fashion. What are they made of? Where did they originate? Have they always made the same fashion statement?

Well, it’s just as I thought. My sources have informed me that there is more to ugg boots than meets the eye. Ugg boots (ug or ugh boots which they have also been called) which is short for “ugly” originated in Australia and have been registered as a trademark since the 1970s. The term however, seems to have been associated with them for even longer. Uggs are defined by their unique shape which is a curvy and flat-style boot which is easy to slip in and out of. Made of merino sheepskin from Australia and New Zealand, some designers like Stella McCartney have recently began to use animal-friendly alternatives.

One wouldn’t know from looking at these cosy creatures that they have quite a controversial history. In 1995 after uggs were bought by the American company Deckers, Aussie ugg makers were at a complete loss! Now what were they to call this national icon? After the case was brought to the attention of the government trademark regulator, last year Australian business owners were ecstatic to find out they had been given rights to continue to use the name ugg for their boots well, at least in Australia. To Aussie’s this move is considered a major step towards reclaiming this prominent product title for use in the international market.

Meanwhile, the style is still growing in popularity. On the World Wide Web there is no shortage of interest in this stylish boot, in fact, in 2004 they were the most searched fashion trend on the internet. From Cameron Diaz to Pamela Anderson, even attention has been given to the everyday bogan sporting this style. One captivating website is dedicated to collecting news stories from around the world on the ugg as well, wikipedia offers a detailed overview of ugg history.

So, the final question I have for my material culture mini-study is what does the future hold for this fashionable sole? Well, it has been said that these boots were originally designed for Aussie’s wanting a warm boot they could slip into after surfing. Possibly because of their historical connection to surf culture, I can see this bodacious boot continuing to live up to its original use as cool, carefree and comfortable!