The fashion label had an intimate dinner to celebrate its new collection with the footwear brand.
. “What we get with collaborations is a challenge to our own received wisdom. For me, the secret sauce is creativity,” said O’Donnell, adding with a laugh, “Big corporations don’t necessarily like it because it sounds risky and like it’s going to cost a lot of money.”However, the so-called risks appear to be paying off. Ugg had helped its parent company, Goleta-based Deckers Brands,and, according to a press release from July, Ugg’s brand net sales for the first quarter increased 1.5% to $138.
“At first we were like, ‘What?’” said Eckhaus of his first thought after being approached by Ugg. “But then we started thinking about it, and it felt like it could make a lot of sense.” “They weren’t just open but open-minded,” added Latta. “They wanted to see what we could bring to the table and not have it be just some marketing collaboration. There was the full intention of selling it and having people wear it.”
“We’re from two different coasts, and what an Ugg boot in the year 2000 represented, it meant the exact same thing to both of us,” Latta said.
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