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Deckers Outdoor, the American ugg boots sale company that owns UGG, has seen steady sales growth since the beginning of the craze. In 2009, the company posted $813 million in revenue.The hot — meaning warm — boots have even caught on in subtropical Hong Kong.Last year, Lane Crawford launched UGG boots in the autumn season and sold out within a month.“I would say we were somewhat surprised at how intense the reaction was,” says Peter Nichols, senior buyer for Lane Crawford’s designer shoes department. “Clearly the consumer had been waiting for it.”One look at these boots, though, raises the question of whether the fad will ever die. The thick, ungainly boots can cut off a woman’s legs in a most unflattering way — resembling two stuffed animals gnawing at the feet. Meanwhile the inner layer of fleece seems appropriate only for snowstorms, and hardly useful in the winters of Hong Kong, where temperatures rarely fall below 18 degrees Celsius.Nevertheless, high demand for the boots has spawned counterfeit versions of the shoes in markets across Asia. The official Ugg Australia website even has a “Counterfeit Education” page, reminding customers that authentic boots should have labels that say made in China, not New Zealand or Australia as some would think.Ugg has managed to stay in the public eye by collaborating with hot artists like Shephard Fairey, and its recent expansion into apparel and its latest partnership with Jimmy Choo continue to refresh the brand.“I am pretty sure that Ugg boots are here to stay,” says Lane Crawford’s Mr. Nichols. “Whether you love them or not, they are definitely a part of the footwear conscience.”
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