By the mid 1980's, the UGG brand became a symbol of relaxed southern California culture. The UGG brand began to symbolize those who embraced sport and a relaxed, active lifestyle. By the end of the ‘90s, celebrities and those in the fashion world took notice of the UGG brand. A cultural shift occurred as well - people were embracing, and feeling empowered, by living a more casual lifestyle and UGG became one of the symbols of this lifestyle.


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