The UGG® Brand Today

Who owns UGG

UGG® is owned by Deckers Outdoor Corporation, which does business as Deckers Brands. The company was founded in Santa Barbara, California, in 1973, bought the UGG business in 1995 (see our history guide) and is headquartered in Goleta, California. Its shares trade on the New York Stock Exchange under the ticker DECK.

Deckers describes itself as marketing its products primarily under three brands: HOKA, UGG and Teva. It has recently narrowed its portfolio. According to its annual report for the fiscal year ended March 31, 2026, it sold the Sanuk brand in August 2024 and completed the phase-out of its Koolaburra and AHNU brands during fiscal 2026.

Stefano Caroti has been Deckers' president and chief executive officer since August 2024, succeeding Dave Powers. The UGG brand itself is led by Anne Spangenberg, whom Deckers appointed President, UGG in July 2022, according to the company's 2026 proxy statement.

How big is UGG?

Deckers' fiscal year ends on March 31, so "fiscal 2026" means April 2025 through March 2026. The figures below are net sales from its annual report on Form 10-K for fiscal 2026. Wholesale figures reflect what retailers pay Deckers, not what shoppers pay in stores, so the retail value of UGG products sold is higher.

UGG and HOKA, which reported $2.587 billion in fiscal 2026, together accounted for about 97% of Deckers' net sales that year. Deckers said UGG's growth in fiscal 2026 was led by international sales. The company does not break out UGG's sales by country.

For perspective, UGG brand sales first passed $1 billion in 2011, at about $1.2 billion, and were about $2.24 billion in fiscal 2024, so annual sales have more than doubled since 2011. Our history guide covers how the brand got here.

The most recent quarter reported is the second quarter of fiscal 2027, which ended September 30, 2026. UGG brand net sales rose 3.5% to $786.4 million, with wholesale up 6.7% and direct-to-consumer sales down 8.4%; the company said it believed consumers were delaying purchases until closer to when they needed them. In its October 22, 2026 results release, Deckers said it expected UGG sales to increase by a low-single-digit percentage for the full fiscal year.

What UGG makes

Deckers' annual report calls UGG "one of the most iconic and recognized brands in our industry" and describes it as a "line of premium footwear, apparel, and accessories" that was "born on the California coast to warm surfers after they caught and rode the waves."

The sheepskin boot is still the best-known product, but the range now covers several families, each covered in our styles guide:

• Classic boots in heights from ankle to tall, and platform versions;
• slippers and slides, including the braided-collar Tasman family;
• weather boots for rain and snow;
• shoes and sneakers for warmer months;
• dedicated men's and kids' ranges; and
• apparel, accessories and home goods.

In its fiscal 2026 report, Deckers named its spring and summer lines, men's products such as slip-on shoes and sneakers, the Classics line, and apparel and accessories among its opportunities for growth.

How UGG products are made

Despite the Australian roots of the sheepskin boot, UGG products are not generally made in Australia. Deckers outsources the production of its finished goods to independent manufacturers, most of them in Southeast Asia. Across the company, products in fiscal 2026 came predominantly from Vietnam and Indonesia, with less than 5% from China or any other single country. Deckers does not publish a separate breakdown for UGG.

The sheepskin itself has a different path. Deckers says the sheepskin used in "a significant portion" of UGG products is "sourced primarily from Australia and processed by two tanneries in China", and it buys sheepskin and sugarcane-based EVA (a foam used in soles) under fixed purchasing contracts with designated suppliers. The company lists that concentration of suppliers as a business risk.

Materials and sustainability claims

Deckers publishes an annual "Creating Change" report on its environmental and social programs. Its claims about UGG include the following; they are the company's own figures and have not been independently checked by UGG Review:

• All of the sheepskin and leather hides in its products come from tanneries certified by the Leather Working Group, a non-profit, multi-stakeholder initiative focused on more sustainable leather production, with exceptions it notes for some internal components and lifestyle products (fiscal 2026 report).
• The hides it uses are by-products of the meat industry, and the wool it uses comes off those hides rather than from shearing live sheep.
• In fiscal 2024, 60.36% of the materials in UGG footwear were what Deckers calls "preferred" materials: recycled, renewable, regenerated or natural.
• UGGplush, a lining made from wool and lyocell woven into a recycled polyester backing, was introduced in fiscal 2020, and SugarSole soles use EVA foam partly made from sugarcane.
• Since 2021, the brand has funded regenerative-grazing work through a long-term grant to the Savory Institute.

Our materials guide explains each material in detail, including how to tell real sheepskin from synthetic fleece.

Notable collaborations

Designer and streetwear collaborations have been a big part of UGG's image in the 2020s, alongside large seasonal campaigns; in September 2026, for example, the brand introduced a campaign platform called "Born to Feel". Notable partners, with the year of each collection as reported by the fashion site Hypebeast, include:

• Telfar (2021), with boots in Telfar prints;
• Feng Chen Wang (2021);
• Children of the Discordance (2022);
• Shayne Oliver (2022);
• The Elder Statesman (2023);
• Palace (2023, followed by further collections);
• STAMPD (2023);
• Collina Strada (2024);
• Gallery Dept. (a second collection in 2024);
• sacai (including a 2025 collection);
• AMBUSH (2025);
• Willy Chavarria (2026); and
• JW Anderson (2026), which reworked the Classic boot and the Tasman with loafer-style details.

Collaboration pieces are often made in limited numbers, so if you are buying one secondhand, check it carefully with our authenticity guide.

Where UGG is sold

Deckers sells UGG products through two main channels:

• Direct to consumers, through company-owned e-commerce websites, which the company operates in 54 countries, and company-owned retail stores. On March 31, 2026, Deckers had 141 UGG brand stores worldwide, a mix of full-price concept stores and outlets; by September 30, 2026, the number had risen to 148.
• Wholesale, through retailers that Deckers describes as "fashion lifestyle retailers, higher-end department stores, streetwear and sports style partners, online retailers and partner retailers."

Outside the United States, the brand is also sold through Deckers' wholly owned subsidiaries and through independent distributors, some of which run partner stores carrying the brand. Deckers says all of its partner retail stores are in international markets.

To find a physical store, use the store finder on UGG's website for your country, which shows nearby stores that carry UGG products. Shopping in person has advantages for a brand where fit varies by style: you can try sizes, check the materials and compare colors before you buy. Our sizing guide and owners' reviews help if you are buying online.

Official channels and brand protection

The simplest way to buy a genuine product is to buy from one of those channels: UGG's own website for your country, an UGG store or outlet, or an established retailer that carries the brand. A few practical points:

• Check the web address. UGG warns that websites outside its own domains that use the UGG name or a style name in their address should be presumed to sell counterfeits.
• Genuine stock can appear elsewhere. Deckers notes in its annual report that retailers sometimes liquidate excess inventory, including through unauthorized sellers. A seller not being an authorized retailer does not prove a product is fake, but it does mean you rely on the seller and the platform, not the brand, if something goes wrong.
• The trademark is protected. UGG is a registered trademark in the United States and many other countries, though not as a word in Australia, where "ugg boot" is a common term. Deckers says it runs a global policing program against counterfeits. Our trademark guide explains the background.

If you find a suspicious website or listing, UGG asks people to report counterfeit websites to [email protected], and you can warn other shoppers with a community alert. Our authenticity guide has a full checklist.