Although you probably haven’t thought about Uggs since 2008 when you saw them on yet another leggings-clad girl with heavy eyeliner, the company is doing surprisingly well. This week they announced a partnership with eponymous cool girl Alexa Chung, who will act as art director for a series of campaigns that remove the sheepskin-lined boots from their usual, suburban setting and feature them as a staple of comfort for chic urbanites.
Will stylish consumers buy into this brand shift? It’s hard to say, but if the resurgence of brands like Tevas and Birkenstocks are any indication, I have faith that Uggs can do the same with Chung at the helm.
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