UGG® is expanding its brand empire, and no it’s not to another fuzzy-footed slide. The newest project for the Southern California-based shoe brand is global pop-ups, termed their Feel Houses. Inviting guests to get more comfortable with self-expression and their truest self, the UGG® Feel House espouses positivity and warmth. The first location recently opened in Williamsburg, Brooklyn, and brought a two-day launch party filled with artists in tow. 

Friday, October 21st marked the first night of the Feel House launch, with the evening focusing on the combination of emotion and artistry. UGG® tapped curator, critic, and author Kimberly Drew to bring together local artists, creating a custom work all centered around the idea of “feeling.” These enlisted artists included Shawna X, Alicia Mersy, and Grace Miceli. Famed tattoo artist JonBoy also crafted a custom UGG® Classic Boot with tattoo-inspired designs. 

Night two pushed the celebrations forward, bringing out bigger and bigger names. Grammy nominee Tierra Whack performed, while DJ Quiana Parks played sets to open and close the evening. Guests included actor/model Evan Mock, actress Myha’la Herrold, and actor/musician Lourdes Leon. Also in attendance was Ella Emhoff, artist and niece to Vice President Kamala Harris. 

The opening of Feel House Brooklyn marks a new iteration of the UGG® brand, moving towards a more suave, new-age image. UGG® wants you to embrace truth and imperfections, finding the most present version of yourself. That’s not just a product vision; that’s a mission statement. With new Feel Houses opening in China, South Korea, and eventually the Metaverse, UGG® is ramping up for a complete and total brand progression.