Ugg launches URSeen collection for Pride 2024 with Alok

California-based brand Ugg has teamed up with internationally acclaimed comedian and author, Alok, to co-create the URSeen collection for Pride 2024. 

The all-gender collection, now available online and in store, highlights two pieces designed to empower the LGBTQ+ community. They include the URSeen Platform and the URSeen Dress, available in pops of pink and green encouraging endless self-expression for Pride Month and beyond.

“My childhood was about hiding myself, having to cover up, disappear, to not draw attention to myself,” said Alok. 

“So, so much of what I was trying to do in this collection with Ugg is to take something audacious like courage and put it into a platform shoe and bodycon dress, so that when people are feeling a little timid, putting on these pieces can actually give you that sense of power.”

The collection launches with a campaign featuring Alok, alongside model, media influencer, hair stylist, image consultant, and creative director B3NTL3Y; celebrity hairstylist, personality, and founder of Útiles Beauty Alyx Liu; and model, actor, coach, and cultural strategist Chrissy. 

To further amplify their message of acceptance and unity, Ugg will partake in the LA Pride Parade on June 9 in Los Angeles, California, with a vibrant float inspired by the URSeen collection. 

Ugg will equally support the LGBTQ+ community by donating $200,000 to organizations such as It Gets Better, Pacific Pride Foundation, and PFLAG National.