Everyone has a story about UGG®. The brand’s sheepskin boots became culturally ubiquitous in the late 1990s when the likes of Pamela Anderson (amongst others) began sporting the undeniably comfortable yet stylish footwear while running in slow motion for Baywatch. In the 2000s, the “cool” teenage girls were all fawning over UGGs. After fashion role models like Paris Hilton and Nicole Richie were seen practically melded to their own pairs, it was game over for any other brand. To wear UGGs meant you were in the know—and also insanely comfortable. 

45 years after the company’s modest start via its Australian surfer founder in California, UGG has continued to expand into an easily recognizable brand internationally. This year marked another milestone with the introduction of their innovative UGGEXTREME collection. To showcase the new products in challenging conditions, the brand extended invitations to influencers and editors worldwide for a unique testing experience in Iceland—a truly extreme destination. 

Obviously, trekking through the Icelandic capital of Reykjavik and its breathtaking surroundings is a far leap from the UGG boot’s beachy beginnings in California. But with the new line, which includes four new boots (the Adirondack Meridian, the Adirondack Meridian Hiker Boot, the Shasta Boot Tall, and the Shasta Boot Mid) and the Shasta Down Puffer Jacket, UGG has proven itself to be a master of several terrains. The all-gender cold-weather protective collection has pieces that feature waterproof leather, GOR-TEX interiors (allowing the skin to breathe), UGGplush upcycled wool, and ICETREK bottoms for ensured traction on even the most slippery ice.

That, in addition to the undeniably warm and waterproof down puffer allowed influencers like Kyra Killa, Rickey Thompson, and Yuji Glynn (amongst many others) to tour Iceland’s unimaginably beautiful Golden Circle in complete comfort. Trip guests visited the Thingvellir National Park, Lake Laugarvatn, the Stokkur hot spring, and the breathtaking Gullfoss waterfall while decked out in UGG’s most technologically advanced and fashionably elevated collection to date. 

As for what’s next with UGG, well, that remains uncertain. The brand’s latest wintery collection proves that they’re looking to conquer new grounds, expanding their footprint (no pun intended) into new territories. Seemingly, like the UGG boots themselves, the brand could go anywhere from here.