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In recent years, Uggs have made a surprising yet “totally predictable” comeback. 

In recent years, Uggs have made a surprising yet “totally predictable” comeback. Uggs were massively popular during the early 2000s before momentarily losing their “luster.” But because of young people’s resurged interest in ugly fashion (YPulse’s Cult of Ugly trend report found that 70% of 13-36-year-olds say that it’s now cool to wear clothing that was once considered ugly), and thanks to a complete brand reinvention, the company has become “cool again” among young shoppers in the last few years. They’ve relied on a slate of celebrity collaborations and partnerships with young designers, and “the totally unexpected nature of the collaborations continues to keep the brand relevant.” The wave of nostalgia has also helped put them back in closets. (NYTimes)

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