The assortment is rooted in Chavarria’s gritty, Latino-inflected imaginative and prescient of America, in addition to his upbringing within the San Joaquin Valley, the place the Mongols Motorcycle Club have been a fixture of the scene. “They were rowdy and fun, and all the girls were really hot. And the guys were beastly. And I just thought it was like such a cool vibe,” Chavarria says.
Courtesy of Ugg
To accompany the gathering, Chavarria and Ugg produced a cheeky marketing campaign titled Ugg and Kisses, a playful spoof on the ’90s working-class sitcom Married… With Children that replaces the unique forged with beloved Latin artists, together with Eva Longoria, Becky G, Danny Trejo, and Ivan Cornejo. “I think that idea of the sitcom family is transcultural,” Chavarria says. “In the United States, it hits on a very familiar chord that all families can relate to.”
Courtesy of Ugg
The result’s a collaboration and a marketing campaign that, like all of Chavarria’s work, is outlined by dualities. It does not attempt to clear up something, however as an alternative presents its incongruous connotations – outlaw bikers, SoCal surfers, VSCO ladies – with humour and pleasure. Naturally, they’re additionally hella cosy.
Courtesy of Ugg
The full Ugg x Willy Chavarria collection drops on September 10, with costs starting from £190 for a pair of leather-based resort slippers to £800 for the full-length Guard Boot.