Are you tired of fast fashion? UGG’s Golden Collection asks us a question that is shocking: “If classic items can still be reconstructed as works of art, will “fast” still be an obsession? “**
Hanni, a NewJeans model, wears a pair GoldenRise sandals that cost $198 in the UGG 2025 spring advertisement blockbuster. She is standing in a garden oasis of Los Angeles. This seemingly ordinary item is the subject of social media discussions because it can be worn in three different ways (slippers or sandals, or lace-up shoes), and uses recyclable materials. According to WWD, the number of consumers searching for “multifunctional items” will increase by 127% in 2024. UGG’s design is a response to this trend.
Customers can exchange their old boots at UGG’s flagship store in New York for discounts on new boots. This closed-loop model has allowed the brand to achieve an increase of 23% in repurchase rates in fiscal 2024. It also makes each item a storyteller – like the orange miniskirt Hanni wears in her ad with a California Sunset embroidered on the rear.
UGG’s GoldenRise Sandals are made from 100% recycled polyester. This reduces the carbon footprint each pair of shoes has by 40%. The brand has also transformed classic items from “fast moving consumer goods” into “cultural symbols” through a collaboration with Los Angeles environmental groups to print a California map on the packaging. The brand director stated: “We’re not selling shoes. We’re selling a sort of’responsible eternal’.”
Hanni, in UGG’s advertisement, pairs a simple floral pair of leggings with GoldenRise Sandals, demonstrating the perfect fusion between retro colors and spring freshness. This “less is More” concept is the epitome for the awakening of global awareness of environmental issues.
When classics meet innovation fashion is no longer a slave of trends, but an expression of self that transcends time.
