Ugg’s dedication to providing a more mindful product and commitment to its larger sustainability goals is taking another step forward into regenerative agriculture.
There is an intrinsic link between agriculture and the fashion industry’s supply chains that have often created destructive farming practices as raw materials are made into consumer products. Seeing a way to counter the damage that has been done, UGG has vowed to go beyond ensuring its own ethical, responsible practices with a promise to help convert one million acres of grassland into regenerative farmland by 2025.
Through regenerative agriculture practices, farming done on the land will act in harmony with nature to restore soil, encourage wildlife diversity, capture carbon in the ground and preserve the land for future generations. Notably, UGG’s forward-thinking commitment is part of an established long-term grant with The Savory Institute, which aims to facilitate the large-scale generation of the world’s grasslands and the livelihoods of its inhabitants through holistic management. Already, UGG has contributed to the restoration of 310,000 acres of sheep farms in Australia.
In addition to restoring one million acres, in October 2023 UGG will launch Regenerate By UGG, a collection that uses sheepskin from farms that practice regenerative agriculture. The company will donate one percent of all listed retail prices from the collection to The Savoy Institute in addition to its confirmed commitment.
Here, Nicks Ericsson, Senior Director of Brand Purpose at UGG and Deckers brands, talks to Fairchild Studio about the launch of the Regenerate by UGG collection, UGG’s forward-thinking approach to sustainability and the importance of regenerate farming practices.
Fairchild Studio: How does UGG’s commitment to furthering regenerative agriculture represent the brand’s larger forward-thinking mentality?
Nicks Ericsson: We recognize our impact as a global fashion brand and strive to use our scale as a force for good. We have looked at our overall footprint and discovered the vast majority of our emissions are directly related to our materials. Simply put, materials are a key area where we can reduce our impact, but also where we can enhance our positive ones, which is why we’re committed to advancing the use of materials sourced from farms that practice regenerative agriculture.
The Regenerate by UGG collection is an important step on our journey to find ways to help preserve our planet for future generations. The collection is a celebration of UGG’s commitment to creating products that are crafted to last, and we encourage consumers to take good care of their products and utilize our UGGRenew service that can help maximize the lifetime of our products.
Our vision is to support the transition of the Australian sheep farming industry to regenerative farming practices, and as a Member of Land to Market’s Regenerative Leadership Council, we vowed to help restore one million acres of grasslands into land using regenerative agriculture by 2025. Today, we have already contributed to the restoration of 310,000 acres.
What was the impetus for creating the Regenerate by UGG collection?
We created the Regenerate by UGG collection as the pinnacle execution of everything consumers love about our iconic UGG silhouettes, created with a commitment to reduce our impact on the Earth we walk on.
At UGG, our most iconic material is premium sheepskin, and we realize we have the potential to have a positive impact on land and our planet by sourcing that material from farms that practice regenerative agriculture. From a bold, “stitch-out” aesthetic reminiscent of the Classic Boot to innovative comfort details like the unique footboard design, we have worked hard to ensure commitment to regenerative sourcing only enhances the beauty and durability of our shoes.
How does the Regenerate by UGG collection provide an answer for sustainability-focused consumers?
We know sustainability-focused consumers are looking for ways their purchase decisions can help reduce their environmental impact and to do that we use materials like Sugarcane EVA outsole made from renewable, rainwater-nourished plant material; or UGGplush, crafted from a proprietary blend of repurposed wool and Tencel™ Lyocell. But we think many consumers are unaware of the environmental benefits of Regenerative Agriculture so we are excited to educate consumers about how buying products sourced from farms that practice regenerative agriculture can help preserve the land for future generations.
We also know sustainability-focused consumers still want products that look and feel great. And this is really where our Regenerate by UGG collection comes in. This collection pays homage to our iconic styles and silhouettes while embracing and bringing awareness to regenerative agriculture. It’s crafted with materials that originate from farms practicing regenerative agriculture.
Can you tell us more about the regenerative farming practices?
The sustainability-focused Regenerate by UGG collection is crafted with sheepskin from land cared for with regenerative traditions that ensure farming is conducted in harmony with nature to help restore soil, encourage wildlife diversity, capture carbon in the ground and preserve the land for future generations.
The Neumel Crafted Regenerate Boot is crafted with regeneratively sourced sheepskin, and the Campfire Crafted Regenerate Boot features soft Twinface sheepskin sourced from ranches that practice regenerative agriculture and both use outsoles made from renewable sugarcane EVA.
How did UGG work with creators, activists and changemakers within the regenerative community for the collection?
We are working with a unique and inspiring cast of creative, sustainability-focused individuals striving to make the world a better place for the future. This season, we are proud to work with the creators, activists, and changemakers who significantly impact the fashion and sustainability industries and continue to use their platforms for good.
Through partnering with thought leaders in this space, we can help educate and build awareness for the regenerative agriculture movement and get more people excited about how regenerative agriculture can be a practical tool to help ease the climate crisis. We appreciated getting their input, thoughts, and feedback around our product and communication strategies and partnered with them to create a long-form video that highlights the vast benefits and positive perspectives of regenerative agriculture.
Our AW23 Regenerate by UGG campaign comprises Jesse Smith, the Director of Land Stewardship for White Buffalo Land Trust, who is transforming the agricultural landscape through his leadership and commitment to regenerative agriculture. Influencer and stylist María Bernad is the Founder and Creative Director of upcycling fashion firm ‘Les Fleurs Studio.’ Justice activist and keynote speaker Jerome Foster II is the youngest-ever White House Advisor in U.S. History at 21 years old. Model, activist, and speaker Zaya Guarani, a fully Indigenous model raised in the Amazon rainforest, has dedicated her platform to the ongoing global struggle for Indigenous rights and climate justice.
What can other brands learn from UGG’s efforts in sustainability and specifically its regenerate collection?
The fashion industry and its supply chains are intrinsically linked to destructive farming practices. Often, as consumers or brands, we don’t think about our connection back to the farm but if we start there, we can start addressing some of the issues that have put us in the dire climate position we are in today.
It’s also important to know it will take time to reverse the collective damage we have done to our planet and land but we have to start somewhere and if we can find ways to partner and do it together to reach scale faster we definitely should.
