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In September last year, Bella Hadid was spotted in the streets of New York City wearing a bold outfit that instantly had the internet talking. Rather than her sleek leather racing jacket, it was her outfit’s bottom half that made a real statement. Hadid forwent pants in favor of white men’s underwear, before styling them with a pair of classic mini platform Ugg boots: a reworked version of Ugg’s classic boot featuring a new, hefty two-inch outsole.
The “no pants” look is a discussion for another day—but when Hadid wore the chunky Ugg boots (which were released last year), it ignited a whole new fashion movement. Hadid’s look quickly went viral on TikTok, while Lyst reports that the style promptly sold out and had a 152% increase in searches. Fellow street style stars like Emily Ratajkowski and Gigi Hadid soon started wearing them too. Suddenly, the Ugg mini platform became fashion’s hottest new shoe, going for as much as double the $150 retail price on resale sites such as StockX. Good luck finding your size in the classic black or chestnut colorways, even today—they’re still all but impossible to get your hands on. For Helene Frain, Ugg’s vice president of footwear design, this craze for Ugg boots has been totally exciting to watch unfold. “Anytime you see somebody in the streets wearing your product, it’s a really good feeling,” she says.
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