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Reflecting on the ugg boots women cheap sale rise of Ugg boots in the mid-2000s, Rishwain said she loved all the press and PR when celebrities like Britney Spears and Paris Hilton were spotted with the classic sheepskin boot on their feet. But it's not 2003 anymore. A decade after Ugg boots became popular, few besides teenagers in Santa Barbara wear them like that, said Rishwain."We were really well known for that and it was photographed a lot," said Rishwain. "Ugg has really evolved over the years to be so much more than the boot."

The model in this Ugg ad is wearing Ugg boots, but she is drawing on an $795 Ugg-branded sheepskin area rug with a $145 Ugg pillow on the chair behind her. Oh -- and she's Ernest Hemingway's great-great-granddaughter, sketch artist Langley Fox Hemingway.

The company now sells everything from handbags to men's loungewear under the UGG brand, though its core products remain the ugg boots Men cheap sale boots and slippers. Connie Rishwain, president of UGG Australia, told HuffPost that its top-selling boot remains the Women's Classic Short boot, which retails for $155. The prime reason for the boots' staying power is that there is "no match for the comfort and warmth" that they deliver, according to Rishwain.

Seeking to avoid the fashion dustbin of history, Ugg Australia is plugging away at diversifying its brand. It launches a new advertising campaign on Monday with the tagline "THIS IS UGG" in an attempt to portray Ugg as "universal," with items for men, women, kids and the home -- not just one style of sheepskin winter boots. In addition to Hemingway, the ads feature New England Patriots quarterback Tom Brady.Connie Rishwain, president of Ugg, told The Huffington Post in an interview this week that she doesn't want Ugg to be "stereotyped" as a mere footwear brand.

In the early 2000s, the Ugg rush spawned a torrent of copycat brands as well as a massive black market for counterfeit boots bearing the trademark. Still, UGG Australia, which began in California in 1978 as Ugg Imports, has managed to dominate the market and become a billion-dollar brand for its parent company, Deckers.

Back in 2002, ugg boots Fox Fur cheap sale Los Angeles-based fashion consultant Hoda Mallone remembers watching a young woman flailing around in the middle of a dance floor wearing a tank top and teeny denim miniskirt, with a pair of tan Ugg boots on her feet. "I couldn't understand," said Mallone. "Why? Are you hot and cold at the same time?"Mallone hasn't seen anyone try that look recently -- evidence that the "context" around the boots has transformed completely, she said. "I haven't seen Uggs with a miniskirt or cutoff denim shorts in a while. If you're goin ugg boots Warm cheap sale g to wear them, make sure they make sense," she added.

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