Grandmother will not worry about you cold winter warm knees snow boots

Title Source: VOGUE

Nothing is more cool than fur boots. In the winter, we often sacrifice our style for warmth. In recent years, not only consumers have considered this issue, but some fashion brands that want to stand alone have also fallen into a stalemate between pragmatism and fashionism.

In the past few years, designers have been committed to providing a new generation of consumers with practical but unattractive shoes, leading to many designs of Teva, Birkenstock, Dr. Scholls and other brands are only in a short period of time The time appeared in a stylish spotlight.

In order to break this stalemate, Ugg, a traditional footwear brand that focuses on fashion snow boots, is trying to cooperate with brands such as Thaddeus O'Neil, Jeremy Scott, Preen and Phillip Lim to achieve a complete revival of footwear fashion. Its latest partner is the French fashion brand Y / Project, a Venements that debuted on January 17th at the Men's Week in Paris, a very conceptual and street-influenced brand.

As an old brand established in 1979, Ugg can actually be understood as "Ugly Boots" (ugly boots). Although the brand was originally founded in the United States, it was originally only aimed at surfers selling wool boots from Australia. When it was first brought into the US market, it looked unpopular. After going through the acquisition of Deckers Outdoor Sports in 1995, Ugg became a must-have item for Hollywood stars and became popular.

However, the Ugg on the 2018 men's show has changed its past style. It is not the brand's classic snow boots or calfskin boots, but some long snow boots. They are the same height as the boots, but they look extra loose.

"Not only is Ugg, it is also a challenge for Y / Project. Since its launch, we have been trying to break some of the inherent norms and focus on unexpected designs to challenge acceptable new consumers." Glenn Martens explained at the press conference, "We added three layers of overlapping or extra-long boots to the typical snow boots style to celebrate the unique history of the Ugg brand with a new look."

Consumers do not buy buy it first. There are not many cases of attracting consumers' attention through surprise designs. For example, Demna Gvasalia, the design director of Balenciaga, not only launched Crocs e-commerce in the 2018 spring show in Paris, France. The platform was also the first designer to design a "dwarf" thick-soled sports shoe, and this style of sneakers can be said to be the most popular style of footwear in the past year. (From Yeezy, Prada to Dior, almost every brand has at least one pair of shoes in this style.)

However, this series of Ugg may not be able to obtain the same degree of good results. Although the tendency of designers to advocate personalization in the early 21st century has been indisputable, the ultimate goal of product design is to be accepted and purchased by consumers. Have to admit that these ultra-long version of Ugg is indeed "eye-catching" in the design, but I believe that even Ugg fans like Paris Hilton and Britney Spears may feel chilled by wearing these.