Just in time for the holidays, Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) debuts a new flagship store at 530 Fifth Avenue in New York City (on the corner of 45th Street). This new concept marks the first of its kind, representing the pinnacle expression of UGG®, embodying the UGG® brand's heritage and DNA, while showcasing the breadth of the line. A curated fleet of flagship stores will be rolled out globally in 2021 and beyond.
Built to reflect the brand's evolution from the iconic Classic boot to a full lifestyle brand that offers an expansive collection of footwear, ready-to-wear, accessories and home, the multi-level, 12,842 square foot store reflects and reimagines the brand's California roots. UGG® has always been an emotional brand because of the way it makes you feel, and the new design is meant to transcend reality to characterize both the emotion and warmth of the California lifestyle that captivates the world. From nature to home and back again, this journey captures the aura of the UGG® brand by highlighting the specific qualities of a California landscape that defines it – light, texture and air. Designed by Los Angeles-based architecture studio Florencia Pita & Co., in partnership with San Francisco-based Quezada Architecture, the store will feature exclusive items and experiences throughout the years.
"We are thrilled to launch the new UGG Flagship on Fifth Avenue in New York City," said Stefano Caroti, President of Omni Channel, Deckers Brands. "As the pinnacle expression of our brand, we will showcase the breadth and depth of UGG as a true lifestyle brand and provide the customer with the ultimate brand experience."
To celebrate the first flagship store in NYC and connect with the local community, UGG® regionalized their holiday FEEL LOVE. campaign and features three courageous New York-based real-life heroes. Life in 2020 has changed immeasurably, but humanity has met its challenges with resilience, courage, and above all, love. Extraordinary times call for extraordinary people, and the holidays are a time to celebrate them. The stories of King's County Distillery Co-Owner Colin Spoelman, ICU nurse Kimberly Llanto, and restaurant owner Melba Wilson and their kindness, generosity, and public service inspire all. Building upon FEEL, the brand's platform and #UGGTOGETHER, a giveback program the brand launched in April 2020 as a response to the global pandemic, UGG® is yet again celebrating real-life heroes whose stories exemplify the spirit of giving.
"A gift is an expression of love and so is giving back," said Andrea O'Donnell, President of UGG® & Koolaburra by UGG® of Deckers Brands. "To launch our Flagship in New York City, we wanted to recognize those brave people and innovators who give back every day of the year and ask our community to honor friends, family and colleagues who do the same. In these turbulent times feeling love is the best antidote I can think of."
Native Kentuckian Colin Spoelman is a trained architect and founder of Kings County Distillery in Brooklyn. When the pandemic hit, he switched over the distillery's production facilities to make hand sanitizer and distributed 15,000+ bottles throughout the five boroughs to frontline workers and anyone that asked.
Kimberly Llanto followed her mother into nursing. She started her career in 2019 as an acute surgical nurse, but when the pandemic happened in New York, she quickly transitioned to caring for COVID-19 patients. She spent six months as a COVID-19 ICU nurse and began using her social channels to encourage and support nursing students and new nurses during this challenging time.
As Melba Wilson likes to say, she was "born, bread, and buttered in Harlem." She's the owner of Melba's Restaurant, the president of the New York City Hospitality Alliance, and a board member of the Opportunity Charter School and Harlem Park to Park. To help her community through the pandemic, Melba's has been providing family-style meals at a discounted rate and set up fundraising efforts to support her staff while restaurants were shuttered.
530 5th Ave, New York, NY 10036, USA
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