UGG X ALIENANT 

The Collaboration:

[Beijing, April 3, 2023] UGG®, the high-end lifestyle brand under DECKERS, founded in California, has always believed in the power of creativity and design. The UGG x ALIENANT collaboration achieved an average selling price premium of 335%, and experienced a 250% higher order quantity compared to UGG's other co-branded footwear lines.

In 2022, UGG® teamed up with YU PRIZE to launch the Rising Voices Award, discovering and supporting emerging fash- ion creative stars in China. Han Yuchen, founder of the emerging designer brand ALIENANT, won the award with his inno- vative, bold, free, and anti-definition design concept, and with a profound understanding of UGG's authentic, bold, and daring brand spirit, he injects unlimited imagination into the classic Oh Yeah style from UGG®.

This year, UGG® helped him bring his work to life by launching the highly creative UGG X ALIENANT collaboration collection, allowing local fashion new stars to shine on the world stage.

Design Concept:

In the design concept of the UGG X ALIENANT collaboration collection, designer Han Yuchen keenly captured the phenomenon of young people "voicing out" through the internet, taking "define your voice, you are your own creative director" as the starting point, and giving a voice to Generation Z youth. The unique "glitch" design style is used in this collaboration collection, extending to three shoe accessories shaped like sound volumes made of the primary colors red, yellow, and blue, which can be mixed and matched according to personal preferences to achieve a diverse style of dressing, whether paired with millennium-style Spice Girls outfits or as an embellishment in daily casual looks.

The collaboration collection is themed "Rising Voices," telling the story of infinite hope born in desperate situations, encouraging everyone to have an unyielding spirit and the courage to move forward, empowering and inspiring the younger generation to boldly express themselves.

This extremely avant-garde and creative collaboration collection opens up an expression window for young people who yearn for freedom, unlocking their undefined selves, and leading them to present their new voice through dressing. The UGG X ALIENANT collection has been launched on April 1st at UGG® brand official website, Tmall flagship store, Tiktok official flagship store, brand offline retail stores, and UGG® designated boutiques.