Ugg's Feel House Evolves From PR Stunt to 'Crucial' Marketing Strategy

The brand is redefining retail therapy and building community

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If there’s such thing as an emotional support brand, Ugg would fit the bill.  

The California-based brand—known for its shearling boots and cozy apparel—stepped up its comfort game with Ugg Feel House, a hybrid experiential and retail concept designed to cater to both a community of creatives and young, fashion-forward consumers unfamiliar with the brand’s full assortment.

With locations in Brooklyn; Seoul, South Korea; and Chengdu, China, the concept stores feature curated artwork by local artists, spaces for meditation, live performances and events, all of which are centered on mental health and wellness.

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