UGG Men's Collaboration Strategy / ICNCLST

The Brief

Engineer new energy and awareness for UGG’s Men’s category through a strategic, multi-season collaboration with a leading voice in global fashion and design.

UGG / Stampd Season 2

Program Execution

ICNCLST/ developed a multi-year collaboration strategy with UGG to help invigorate the men’s category and bring in a new understanding of the product. For each collaboration, ICNCLST/ was tasked with strategy, artist signing, artist management, managing product design, campaign management, and communication strategy.

For the first collaboration, ICNCLST/ enlisted established fashion and product designer Heron Preston to collaborate with UGG on a multi-season collection. The partnership began with a quickstrike, limited-run, collaboration product that was gifted at a VIP seeding experience at Coachella in 2018. This initial energy moment and commercial demand was followed by a full capsule collection that was launched at Heron Preston’s first ever runway at Paris Men’s Fashion Week in 2019 at the Palais de Tokyo. 

The second collaboration program executed with LA brand Stampd, was a multi-season deal. Starting in Spring 2020, Chris Stamp designed a collection with the theme of Apres-Surf, a high end minimalist collection inspired by his upbringing by the beach. Season 2, launching in Fall 2020, focused on the Apres-Ski product. Chris with the help of ICNCLST/ developed an innovative boot cover for UGG to help protect the footwear from the rough winter weather. 

All collections were met with enthusiastic response from the customers, and sold out almost immediately. Ultimately this program helped launch UGG into the realm of popular culture and streetwear, making the product covetable to a younger and more fashion-focused audience.

UGG / Stampd Season 1

Capabilities

Strategy, Product Design, Artist Management, Campaign Creation, Communications Strategy, Experiential

UGG / Heron Preston