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In 1978 a young surfer from Australia took a trip to the United States with a bag full of sheepskin boots. After finding a home amongst California surfers, the UGG Australia brand began to take shape. Decker's Outdoor Corporation purchased UGG holdings in 1995.

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By 1998 the brand evolved into a high-end luxury footwear brand, made evident by premium distribution strategy and high-end fashion marketing and communications. From humble beginnings to global success and notoriety, the UGG story reads like a fairy tale.