Whooga announces its arrival into the 2009 ugg boot season with growth expected to exceed
200% of the 2008 season. How is this brand re-inventing the ugg boot craze which swept the US
and UK? During the early part of 2009 while it was still cold Whooga took it upon themselves
to explain the reasons behind the ultimate fashion faux pas by directly challenging a number
of industry heavyweights. Whooga directly sought out dozens of well publicised critics of ugg
boots and challenged them to put on a pair. The move was inherently risky as only the very
thick skinned can bore the full brunt of a scathing Fashionista. Whooga a relatively unknown
brand at that stage had just walked into the lion’s den.
“I finally understand why people love these so much. But I feel extremely conflicted about
the entire thing, because ever since they first flurried their way into the collective
consciousness, I’ve been banging on about how ugly they are. They are not flattering & they
are definitely not sexy” Gala Darling a fashion blogging celebrity epitomized the sentiments
nearly all Fashionistas Whooga challenged. Indeed Whooga is not a sexy brand but the conflict
between comfort and style will often sway in comforts favor as soon as the temperature drops.
“I don’t really want to take them off… ever” Even the overbearing gods of fashion who
willingly sacrifice any form of comfort and health in the name of style was seduced, many
enough to forget momentarily the bulky clunky appearance. Some even created rules for their
readers “ Ugg boots may not be worn outside the front door — or off your property in
general. Walking down to get the mail in them is okay, but running next door for a coffee is
not.”
While Whooga understood perfectly well comfort does not make an unfashionable item
fashionable their goal had been achieved. Followers now had permission to wear a pair of
Whooga sheepskin boots which was no longer an unexplained fashion sin but a moment of
indulgence unrivalled by any other form of footwear which even scathing critics could now
understand and excuse. The brand was also launched onto the world stage as millions of
followers learned not only about sheepskin boots but were introduced to a new brand.