Ugg and Ambush Playfully Update the Mary Jane and Penny Loafer in Furry New Collab
Stephen Garner
Senior Editor
Ugg has teamed up with Tokyo-based label Ambush on a collection that reimagines two classic shoe silhouettes.
For this collection, Ambush creative director Yoon Ahn updates the Mary Jane and penny loafer in an unexpected way. “I am bringing everyone’s favorite styles and turning them inside out,” Ahn told FN on Thursday night at a dinner in New York City to celebrate the launch. “So, you will see more fuzzy materials. The loafers became a slide, and everything is about comfort.”
For this collection, the new Ugg Ambush Mary Jane, which retails for $250, features the Mary Jane silhouette comes in pink and white colorways and is covered in sheepskin and finished with metal and leather details.
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And the Ugg Ambush Loafer, which retails for $225, is a penny loafer silhouette finished with metal and sheepskin detailing. Available in burgundy and black, the style features a slide-on back for a more casual version of the typically formal style.
“I want the collaboration to bring comfort to the reality of everyday life,” Ahn added. “Personally? I love Mary Janes and loafers and wanted to create a more relaxed version of them with Ugg. These styles are versatile and can match many looks, from casual to dressy.”
The collection is brought to life through an immersive campaign capturing the arc of a school talent show, from its practice, its little life moments, and the show. Featuring a group of four misfit teens in the four-piece offering, the campaign highlights the fleeting, yet vivid moments, of friendship, unspoken feelings, and the awkward beauty of adolescence. With brief but impactful dialogues and subtle details, these snapshots aim to transport consumers back to those raw, unforgettable teenage years, the company said.
The campaign will live on the brands’ respective social channels, e-commerce, wholesale partnerships, and a multi-pronged out-of-home approach with in-store visual experience, digital marketing, and events in key cities.
The Ugg and Ambush collaboration will be available for purchase starting Feb. 21 at Ugg.com, AmbushDesign.com, select Ugg and Ambush retail stores, and select retailers.
