UGG / Heron Preston

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.

Program Execution

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 a 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. 

Working with both Heron Preston personally, New Guards Group, and UGG, ICNCLST/ drove the facilitation of the product creation and design, the communications touchpoints for the capsule launch, and the execution of the creative campaign with Heron Preston (personally) which was launched with the product in September 2019. ICNCLST/ also executed Heron’s inclusion in UGG’s 35th anniversary brand campaign. 

Capabilities

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