UGG Reinvents Itself with Willy Chavarria The designer rewrites the brand's comfort through studs, metallic finishes and a return to the Nineties
UGG meets the creative universe of Willy Chavarria in a new collection. The partnership brings together two seemingly distant design languages: Chavarria introduces the codes of biker culture into the world of the California brand, while UGG preserves the soft and welcoming dimension upon which it has built its identity. The result is a new interpretation of American style, played out through contrasts, where a rebellious attitude coexists with a sense of intimacy and protection.
The collection has already made its debut at Paris Fashion Week, during the designer's SS27 show, worn by Romeo Beckham. Full-grain leather and shearling recur throughout the offering, which comprises five footwear styles and two accessories.
The pieces in the collection
The UGG Willy Chavarria Guard Boot features a shaped toe cap, shin guard, heel reinforcement, and pull tabs designed to make putting them on easier. The bold, protective exterior is balanced by the inner lining, which retains the signature softness of UGG.
The Biker and Relaxed styles look to the brand's archives, reinterpreting the Vaulted Birch Collection from 1999. Both models are updated through soft, worn-effect black leather and metal hardware. The Otzo Clog is reimagined by pairing leather with a wool jersey lining and exclusive metal details, while the Hotel Chavarria Slipper rethinks the traditional hotel slipper through a leather upper completed by Chavarria's embroidered emblem and UGG's distinctive softness. Rounding out the capsule are the Hug it Tee, a cotton T-shirt featuring the "Let's UGG It Out" graphic, and the UGG Willy Chavarria Sock, embellished with an embroidered Willy Chavarria emblem.
UGG & Kisses, the sitcom-format campaign
Accompanying the launch is UGG and Kisses, a campaign that takes the form of a sitcom starring Danny Trejo, Eva Longoria, Becky G, and Ivan Cornejo. It draws freely from Married… with Children, recapturing its humor and character dynamics while drawing inspiration from the designer's Latin American roots — Chavarria himself appears in a cameo. At the heart of the story are family, tradition, and the relationship between generations, along with the everyday moments that help build personal bonds.
For Chavarria, the project is a natural extension of a creative journey in which he has often used fashion to raise the visibility of underrepresented communities, bringing together a strong emotional component with social and political themes. For UGG, the authentic expression of one's identity represents what can generate connections and strengthen a sense of belonging to a community; the partnership thus becomes one of the tools through which the brand continues to test its heritage and engage with different creative languages.