became so ironic that they were fashionable. Now, younger shoppers are snapping up Ugg's R2,500 ultra mini platform boots, which have been worn by the likes of Kylie Jenner and the Hadid sisters. So much so, that these cozy boots are rarely in stock.
Fashion search site Lyst released its quarterly index of the hottest brands in the fourth quarter of 2022 on Thursday. Ugg was listed as one of the top 20 brands for the first time since the index was created in 2017. "The power of a strong Gen Z following is undeniable," Lyst analysts wrote, adding that searches of these boots spiked by 82% over the holiday season and were sold out at most retailers for the entire fourth quarter.
Its comeback has shown up in its parent company's financials in the past 12 months. Deckers Outdoor Corp, which also owns the sneaker brand Hoka, saw sales at its Ugg brand grow throughout 2022. But in its most recent quarterly results, reported after market close on Thursday,In a call with analysts on Thursday, Deckers execs said that consumer demand for its Ugg brand was still strong.