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He fell in love with all the sheepskin encounter and was convinced that the planet would one day share that love. The shores of Southern California had been an epicenter of a relaxed, casual lifestyle, a lifestyle which Brian believed was an ideal match because of his brand. He found the UGG brand, started selling his sheepskin boots and they were an instant feeling. UGG boots attained beyond the shore, popping up in large cities and tiny cities throughout, and in each level of culture. Ladies wore their surfer boyfriend set of UGG boots such as a letterman jacket. When winter came together, UGG boots were at ski stores and have been observed at lodges from Mammoth into Aspen. The UGG brand started to symbolize people who embraced game along with a relaxed, lively way of life. Over that, a psychological connection and a real sense of love started to develop for UGG boots, as Brian had envisioned. People did not like wearing UGG boots, they fell in love together and literally couldn’t take them off. From the conclusion of this 90’s, actors and people in the fashion world took note of this UGG brand. A cultural change happened too – people were adopting, and feeling empowered, by living a more everyday way of life and UGG became one of the symbols of the lifestyle. From 2000, a love that started on the shores had turned into an icon of casual fashion. It was now that the love for UGG climbed in the east, across the Rockies and at Chicago. From there on, the entire world started to notice.