UGG Season Returns This Fall, Bringing the Rituals That Make Fall Feel Like Fall to Life Across North America

From September 26-27, Brand Invites Consumers to Experience the Season Through Immersive & Engaging Retail Moments, Custom Peanuts® Personalization, Community & More

SANTA BARBARA, Calif.--(BUSINESS WIRE)--Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) announces the return of everyone’s favorite fall celebration: UGG® Season. Rooted in the unmistakable feeling of fall, UGG® Season is a celebration of self-expression, connection and the moments that make the season feel uniquely yours. This fall, UGG® Season is inviting everyone to reconnect with the rituals, moments and experiences that make fall feel like fall. Beginning September 22, UGG® will bring the season to life across North America through immersive retail experiences, custom personalization, seasonal moments and community-driven activations designed to celebrate the feeling of fall.

“UGG Season captures that unmistakable feeling of fall—the change in the air, the excitement of a new season and the way we naturally come together to experience it,” said Tracy Paoletti, Vice President & General Manager, UGG North America. “At UGG, we believe comfort unlocks confidence, and confidence sets self-expression free, opening you up to community. UGG Season is about embracing that feeling in all its forms and celebrating the people, moments and self-expression that make fall so special—and UGG helps you feel it all.”

Rooted in the UGG® brand’s belief that comfort unlocks confidence and confidence sets self-expression free, UGG® Season is a celebration of getting out, coming together and feeling it all. From discovering a new favorite pair to customizing an iconic Classic style, enjoying a seasonal treat or capturing a moment with friends, UGG® Season brings familiar fall traditions into the world through unexpected and distinctly UGG® experiences.

FALL, REIMAGINED AT UGG®

UGG® Season Weekend is from September 26-27, and all UGG® brand stores across North America will become immersive fall destinations, giving consumers new ways to experience the season beyond product.

The festive weekend will bring a collection of exclusive experiences to participating UGG® stores nationwide, including:

Peanuts® Personalization

As a limited-time Peanuts partnership for UGG® Season, both brands have come together to celebrate the traditions of fall with 15 special Snoopy and Peanuts-inspired motifs available to customize select Classic styles. Bringing together two iconic brands with deep cultural legacies, the experience blends nostalgia, creativity, and self-expression for a new generation.

UGG® Season Treats

Participating stores will offer seasonal coffee, beverages and locally inspired baked goods, celebrating the flavors and traditions that make the arrival of fall feel special.

UGG® Season Custom Disposable Camera

Guests can receive a limited-edition UGG®-branded disposable camera with every purchase, while supplies last, encouraging them to capture and share authentic fall moments inspired by the UGG® brand’s newly launched Born to Feel campaign.

Together, these experiences create a new kind of fall tradition—one centered around creativity, community and the freedom to get out and feel it.

UGG® & PEANUTS®: A PARTNERSHIP CELEBRATING THE TRADITIONS OF FALL

UGG® is bringing its limited-time Peanuts partnership for UGG® Season to life through a special personalization experience celebrating the traditions, nostalgia and self-expression that make fall feel like fall.

For more than 75 years, Peanuts has connected generations through timeless storytelling, optimism, and authenticity. UGG® Season similarly celebrates individuality, connection and the moments that bring people together. Through this partnership, UGG® and Peanuts invite consumers to put their own spin on the season with custom Snoopy and Peanuts-inspired motifs created especially for the UGG® Season experience.

From September 26-27, consumers who purchase a UGG® Classic product at any UGG® store across the U.S. can personalize their new pair with 15 custom Peanuts designs featuring Snoopy, Charlie Brown, Woodstock and much more. The experience gives fans a new way to make their UGG® Classic styles their own, bringing together the warmth and nostalgia of Peanuts with the brand’s spirit of creativity and self-expression.

Together, UGG® and Peanuts celebrate the return of fall traditions through a shared spirit of nostalgia, creativity and self-expression—inviting everyone to personalize their season and get out and feel it.

UGG® SEASON COMES TO NEW YORK CITY

On September 26 and 27, UGG® is calling on New Yorkers to come together and FEEL as the brand kicks off its favorite time of year. In the heart of one of the world’s busiest cities, UGG® Season NYC will transform a corner of the city into a physical manifestation of Born to Feel for UGG® Season, inviting people to pause, awaken their senses and experience the start of fall through comfort, self-expression and community.

Located at Gansevoort Plaza, the experience will create an immersive micro world of fall, with sensory elements designed to spark feeling at every turn. Guests will enter through a grove of autumn trees, surrounded by foliage rustling in the wind, before discovering a larger-than-life maple chair, pumpkins and a playful squirrel installation inspired by iconic UGG® materials.

A customization bar featuring favorite symbols of fall will invite seasonal self-expression, while specially made treats, including fall-inspired popsicles, bring the season to life through taste. A swing set crafted from UGG® shearling will introduce texture, movement and play, creating a shared experience rooted in comfort and connection.

Together, these elements will offer a playful retreat from the pace of the city and a collective moment to come together, come feel fall and a reminder to feel.

BUILT AROUND COMMUNITY

UGG® Season will also come to life through the brand’s devout community and creative network, bringing together creators, cultural voices and local communities to experience the season firsthand. Through retail experiences, personalization and authentic storytelling, UGG® will invite its community to share their own take on what makes fall feel like fall.

From city-specific moments to nationwide experiences, UGG® Season is designed to spark discovery, connection and social conversation while encouraging consumers to get out and experience the season for themselves.

UGG® SEASON TAKES OVER OOH FROM COAST TO COAST

Just in time for UGG® Season, UGG® celebrates the arrival of fall across New York City and Los Angeles with a bold, citywide out-of-home campaign running September 21 through October 25. Spanning Manhattan, Brooklyn and West Hollywood, the campaign will take over subway stations, hand-painted murals, wildpostings, digital shelters and a traditional billboard along Sunset Boulevard, creating a highly visible presence across two of the country’s most influential cultural capitals.

Rooted in the unmistakable feeling of fall in the city, each execution is designed to feel personal and locally relevant, celebrating the role UGG® plays in seasonal self-expression and personal style. In New York, Brooklyn-based lettering artist Jen Mussari designed a custom typeface exclusively for the campaign, which will be hand-painted across murals in Williamsburg and SoHo. Her expressive, handcrafted approach brings an artistic point of view to the campaign while continuing the UGG® brand’s commitment to celebrating creativity, individuality, and self-expression.

THE STYLES OF UGG® SEASON

At the heart of UGG® Season is a collection of signature styles that capture the spirit of fall. From enduring icons to fresh expressions of the UGG® brand’s distinctive design, the collection brings together styles made to be worn, shared, and experienced throughout the season. Blending renewed energy with timeless appeal, the collection reimagines UGG® icons alongside statement apparel and new seasonal updates.

For women, the Classic Ultra Mini Spotted in Chestnut ($170) puts a wild spin on the signature silhouette with distressed cheetah-print suede, while the Classic Micro in Sand ($150) offers a low-profile take on the Classic Boot and the new Tasman II in Moonlight ($125) reimagines the iconic Tasman with a plush sheepskin interior. The Ensily Belted Jacket in Obsidian ($298) adds a dose of city edge with its washed faux leather, faux fur detailing and statement silhouette. For men, the Classic Ultra Mini Contrast in Black/Amphora ($180) and Lowmel Contrast in Black/Amphora ($170) bring rugged contrast detailing to two UGG® favorites, while the retro-inspired Lachlan UGGfluff Jacket in Sand Multi ($178) delivers bold color blocking and plush texture. The Tasman in Light Bronze ($125) rounds out the men’s offering with a sheepskin-lined update to the iconic slip-on. For kids, the Classic Ultra Mini in Bright Fuchsia ($130), Tazz Spotted in Tan ($105) and Tasman in Moonlight ($85) deliver playful takes on UGG® classics, with styles designed to bring the whole family into the UGG® look.

The UGG® Season featured styles are available now for purchase at UGG.com, UGG® stores and select wholesale retailers nationwide.

UGG® SEASON EXPERIENCE LOCATIONS

UGG® Season experiences will take place at UGG® brand stores, retail and specialty locations across the U.S. and Canada, including:

U.S.:

• UGG® Store – San Francisco, Powell Street
  221 Powell Street
  San Francisco, CA 94102
• UGG® Store – East Rutherford, American Dream
  One Meadowlands Plaza
  East Rutherford, NJ 07073
• UGG® Store – Paramus, Garden State Plaza
  1 Garden State Plaza
  Paramus, NJ 07652
• UGG® Store – Atlanta, Lenox Square
  3393 Peachtree NE
  Atlanta, GA 30326
• UGG® Store – Chicago, Michigan Avenue
  545 North Michigan Avenue
  Chicago, IL 60611
• UGG® Store – New York, SoHo
  79 Mercer Street
  New York, NY 10012
• UGG® Store – New York, Fifth Avenue Flagship
  530 Fifth Avenue
  New York, NY 10036
• UGG® Store – Bloomington, Mall of America
  144 South Avenue
  Bloomington, MN 55425
• UGG® Retail Pop-Up – Boston, Newbury Street
  171 Newbury Street
  Boston, MA 02116

Canada:

• CF Toronto Eaton Centre
  220 Yonge St, Space 3-131
  Toronto, ON M5B 2H1
• UGG® Season Gallery & Cafe at HomeCourt
  178 Ossington Avenue
  Toronto, ON M6J 2Z7

About UGG®

Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, and accessories with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit ugg.com @ugg.

About Deckers Brands

Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high-performance activities. The Company's portfolio of brands includes UGG®, HOKA®, and Teva®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has over 50 years of history building niche footwear brands into lifestyle market leaders, attracting millions of loyal consumers globally. For more information, please visit www.deckers.com.

About Peanuts

The characters of Peanuts and related intellectual property are owned by Peanuts Worldwide, which is 80% owned by the Sony Group and 20% owned by the family of Charles M. Schulz. First introduced to the world in 1950 in the Peanuts comic strip, Charlie Brown, Snoopy and the rest of the gang have made an indelible mark on popular culture. In addition to enjoying beloved Peanuts shows and specials on Apple TV, fans of all ages celebrate the brand around the world through thousands of consumer products, as well as amusement park attractions, cultural events, social media, and comic strips available in all formats, from traditional to digital. Peanuts recently celebrated its 75th Anniversary with unprecedented worldwide exhibitions and activities, collaborations, digital marketing campaigns, and more.

UGG® SEASON PRODUCT CONTENT
PEANUTS PARTNERSHIP CONTENT
Photography credit: UGG®