Ugg launches ‘Feel Good’ platform to meet sustainable goals

The footwear company Ugg owned by Decker Brands has launched its new ‘Feel Good’ sustainable platform that aids various social and environmental commitments.

The platform aims to oversee the three most important goals such as the environment, community and innovation. The company gained popularity with its sheepskin boots and state that the ‘Feel Good’ platform will enable consumers to view the brand’s pledges by promoting transparency, accountability and social environmental progression.

Dave Powers, the president and chief executive of Deckers Brands stated that they believed in transformative change which was only possible through a focused and transparent approach. He further added that in these critical times everyone needs to play their part towards delivering the United Nations Global Compact Sustainable Development Goals and the Paris Agreement for a future that is sustainable and resilient.

Andrea O’Donnell, the president of Ugg and Koolaburra by Ugg, stated that their launch of the Feel Good site documents their commitment to people and the planet. He concluded by stating that they promote transparency to ensure their community can hold them accountable in an attempt to inspire others to go the same path.

Ugg claims to take steps that will minimize the impact on the environment through its business operations and is working with experts to implement projects that drive positive change.

The company has joined hands with the Savory non-profit institute to “protect and reverse environmental degradation” with the help of regenerative farming practices. Furthermore, the brand is working with skilled partners to reduce its greenhouse gas emissions abiding with the Paris Agreement and plans to set Science Based Targets by 2021.

The company aims to achieve a 35% increase of recycled, repurposed, regenerated (plant-based), renewable (bio-based), and certified fibers by 2027. The brand utilizes repurposed wool the most which are harvested from sheepskin then woven into Uggpure proprietary technology. The technology uses less water and energy and emits less CO2  when compared to virgin wool.

Ugg targets to increase the utilization of lyocell which blends with Uggpure to create Uggplush, making it a more sustainable material with recycled polyester.