California-based brand Ugg has collaborated with internationally renowned comedian and author, Alok, to co-design the URSeen collection for Pride 2024.
This inclusive collection, now accessible both online and in stores, features two standout pieces crafted to empower the LGBTQ+ community: the URSeen Platform and the URSeen Dress, available in vibrant hues of pink and green, promoting boundless self-expression not just for Pride Month but beyond.
“My childhood was about hiding myself, having to cover up, disappear, to not draw attention to myself,” said Alok.
“So, so much of what I was trying to do in this collection with Ugg is to take something audacious like courage and put it into a platform shoe and bodycon dress, so that when people are feeling a little timid, putting on these pieces can actually give you that sense of power.”
The collection debuts with a campaign featuring Alok, alongside model, media influencer, hair stylist, image consultant, and creative director B3NTL3Y; celebrity hairstylist, personality, and founder of Útiles Beauty, Alyx Liu; and model, actor, coach, and cultural strategist, Chrissy.
Ugg will further champion the message of acceptance and solidarity by participating in the LA Pride Parade on 9th June in Los Angeles, California, with a vibrant float inspired by the URSeen collection. Additionally, Ugg will contribute US $ 200,000 to support organisations such as It Gets Better, Pacific Pride Foundation, and PFLAG National, reaffirming their commitment to the LGBTQ+ community.
