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Ugg goes surfer chic with new Hawaiian line


When consumers think of Uggs, they may not imagine Hawaiian floral patterns. But now the retailer is trying to take advantage of the hot fashion trend of prints and patterns with a new line of Polynesian-inspired footwear and accessories.

Ugg, a division of Deckers Brand, announced the debut of its limited edition collection of Hawaiian footwear and accessories. Inspired by native Polynesian floral patterns mixed with bright, effervescent colors, this collection is available at the brand's Honolulu store, Nordstrom's Honolulu location and online starting this week. Customers at these locations will be able to take a piece of paradise with them wherever they go while supplies last.

"We are excited to showcase the beautiful Hawaiian limited edition collection," said Ugg brand president Connie Rishwain. "This playful addition to our spring/summer collection further highlights our brand's versatility and commitment to being a premium lifestyle brand that feels like nothing else for all seasons. The Hawaii inspired collection is sure to reach a wide range of customers looking for exclusive products they can continue to enjoy long after returning from their vacation."

The Hawaiian infused collection for men and women consists of seven styles that are comprised of footwear and accessories, including:

Magnolia Hawaii thong sandal for women and the Bennison II Hawaii thong sandal for men: These thong sandals feature leather details and a Polynesian floral print – ideal for a day on the beach.

Classic Mini Hawaii Boot for women: This fresh take on the classic Ugg brand silhouette is perfect for a full day of adventure, keeping sightseers comfortable in the luxurious boot no matter what terrain they tackle.

Fierce Hawaii Sneakers for women: A slip-on sidewalk shoe comprised of lightweight brightly colored canvas in floral print.

Hawaii Tote Bag and Hawaii Travel Cosmetic Case: Featuring Hawaiian inspired patterns, this tote and coordinating cosmetic bag fit everything needed for a day of fun in the sun. "Hawaii continues to be a strong market for the Ugg brand," said President of Deckers Brands Dave Powers. "We look forward to continuing to grow our presence among consumers residing in and visiting Honolulu by creating a collection that highlights the natural beauty of the islands." The Hawaiian inspired collection will be offered at the Ugg Honolulu store, located at the Hyatt Regency Waikiki Beach Resort and Spa. In addition, the products will also be available and Nordstrom's Honolulu location. Ugg has 130-plus locations worldwide, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing.

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