LONDON — Ugg is opening a pop-up with boots and bass at Cafe 1001 on London’s Brick Lane from May 16 to 17.
Celebrating the launch of the brand’s summer collection, which includes a new platform clog style named Goldenrise, the space will offer plenty of music-related activities to get the party going.
Ugg will be working with nonprofit organization Saffron Music Workshop, which empowers marginalized people to learn music production, to hold a suncatcher-making workshop.
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At the pop-up, attendees will be able to get temporary tattoos inside, and will end with a party held with NTS, a London-based online radio station.
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While tons of fun, the pop-up’s educational bent aligns with Ugg president Anne Spangenberg’s belief that learning experiences are crucial in shaping an inclusive environment.
“As the next generation comes into the industry, it’s pivotal to challenge the way things have always been to create space for experiences, ideas, and voices that we don’t always hear,” she told Footwear News in February.
The pop-up also nods to Ugg’s November campaign for its Heritage Pull-On TrailGazer boot, which starred musician Post Malone.
“Creativity and community are at the core of everything I do,” said Post Malone. “Which is why it was such a special experience to bring together my friends and Ugg, a brand I’ve legit worn since high school, for this new campaign.”