Over the past five years, Ugg and its parent company, Deckers Brands, have set out to set and achieve long-term environmental goals that align with those set out in the 2016 Paris Climate Agreement.

Now consumers will start to see the fruits of this work.

Ugg is launching the Plant Power capsule collection today, containing sustainable versions of some of its most popular shoe franchises, including the Fluff series. Available on Ugg.com, as well as in Ugg stores around the world and through key business partners, the range has been made with materials that help reduce carbon emissions and are more biodegradable than ingredients in traditional shoes.

Building on its hugely popular Fluff series, the brand introduces the Fluff Sugar Platform and the Fluff Sugar Sandal, priced at $ 120 and $ 110, respectively. They feature a renewable sugarcane foam outsole, called SugarSole, while the soft, fluffy uppers are made from plant-based Tencel Lyocell, which turns wood pulp into fiber.

Tencel Lyocell also forms the soft lining of the bi-genre Neumel Natural style, which will retail for $ 140. Its upper is made from a blend of cotton and hemp, set on handcrafted soles derived from latex harvested from the rubber tree.

Ugg President Andrea O’Donnell told FN that the Plant Power collection grew out of the brand’s ongoing CSR journey, which began in 2016, when Deckers joined the United Nations Global Compact.

“It was the first and most important moment on the sustainability agenda, where the world aligned itself with the importance of climate change, with the intention of reducing global warming to less than 2%”, O’Donnell recalled.

However, despite strong interest, many companies have been delayed in their ability to take action. “The type of infrastructure to support businesses and help them understand what to do was not necessarily there [in 2016]O’Donnell explained. “Now the UN and other organizations have entered this space [and can advise] on where to focus, how to strategize and how to set goals.

She recalled that in May 2020, the company hired the UK Eco Age board to help educate the Ugg team and guide their next steps.

“One of the first things we did in October was launch our [Feel Good] microsite, which is the custodian of all the work we do and expresses our goals for the future. It was the first expression of [Ugg’s] commitment to people and the planet, ”said O’Donnell.

Among the many ambitions displayed by the brand, is its support for regenerative agriculture solutions, in partnership with the Institut de la Sarriette. Ugg has also made efforts to tackle packaging waste by switching to one-piece shoe boxes and reducing tissue paper and printed materials. And as a member of the Deckers organization, it seeks to reduce its greenhouse gas emissions and find opportunities in its supply chain to improve sustainability.

“Since about 70% of emissions come from the production, preparation and processing of energy-intensive raw materials, we have spent a lot of time looking at the design, materials and supply chain,” O’Donnell said.

From these surveys was born the Plant Power collection. But that’s just the start: Ugg has set a goal of increasing its use of recycled, reused, plant-based and bio-based materials across the brand by 35% by 2027.

O’Donnell acknowledged that she and her team are highly motivated on this mission, but they face obstacles. “You are constantly balancing the desire to go fast with the need to really understand this environment. And as I’m sure you find it, it’s not that simple, ”she said. “Everyone has the right intention, but we are talking about a fundamental change in our supply chain. So it’s complicated – there’s the turnaround time and the necessary resources.

By the end of 2021, the brand aims to publish a more detailed strategic plan, with goals for three, five and ten years.

But overall, O’Donnell believes the sustainable fashion movement has reached a critical turning point. “Over the past five years people have been trying to figure out what to do. Now there has been a collective learning and this is the next level of opportunity, ”she said. “I think the next five years will bring a lot more innovation, creativity and really serious changes in the way we work.”