UGG Australia In 1978, a young Australian surfer founded the UGG brand on the shores of Southern California. His Aussie roots forged a strong love for sheepskin and he was convinced the world would one day share this love. By the mid 1980’s, the UGG brand had become a symbol of relaxed southern California culture, gaining momentum through surf shops up and down the California coast. In Fall ’14 UGG launched the new brand campaign, “THIS IS UGG.” Life tells us to find those big moments. The ones that change things forever. The giant leaps. The great adventures. But real life happens in the smaller moments. THIS IS UGG is a collection of stories that embrace these small, but significant moments in our lives. The moments when we share and connect with others. These are UGG moments. This is what feels like nothing else.