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UGG Season Returns This Fall, Bringing the Rituals That Make Fall Feel Like Fall to Life Across North America

Business Wire · Tue, 22 Sep 2026 10:30:00 -0400

SANTA BARBARA, Calif.--(BUSINESS WIRE)--Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) announces the return of everyone's favorite fall celebration: UGG® Season. Rooted in the unmistakable feeling of fall, UGG® Season is a celebration of self-expression, connection and the moments that make the season feel uniquely yours. This fall, UGG® Season is inviting everyone to reconnect with the rituals, moments and experiences that make fall feel like.

UGG® Launches & Invites Consumers to Experience the Born to Feel Platform, Turning Iconic Comfort Into a Global Movement

Business Wire · Tue, 22 Sep 2026 09:00:00 -0400

SANTA BARBARA, Calif.--(BUSINESS WIRE)--Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) today introduces Born to Feel, an enduring global brand platform rooted in the belief that people are Born to Feel. It starts with our product and the undeniable comfort that consumers and culture have long recognized. That comfort is the catalyst, giving people the confidence and freedom to express themselves. Launching with UGG® Season, the brand's favorite.

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