Sales Doubled and Open Runs... 'Im Soo-jung Boots' Entering Their Second Golden Age

Shearling Boots Regain Popularity Amid Y2K Fashion Trend
Flat Soles and Poor Ventilation Pose Risks to Foot Health

Amid a sharp increase in sales of winter gear due to an early cold wave, 'Ugg boots,' the shearing boots that were popular in the 2000s, are gaining popularity again. Shearing boots, represented by the brand name UGG, refer to wool-lined boots with sheepskin.

The so-called 'Ugg boots' worn and loved by Im Soo-jung in the drama 'I'm Sorry, I Love You'. [Image source=I'm Sorry, I Love You album poster]

Shinsegae International, which imports and sells UGG, announced that boot sales last month increased by 103.3% compared to the same period last year. During the same period, online sales, including its own digital platform SI Village, surged by 225.9%.

A representative from Shinsegae International’s UGG said, "This year, platform boots with high soles are popular," adding, "The Classic Ultra Mini Platform and Classic Sweater Letter boots in key sizes and colors were already sold out last month." They also noted, "UGG has emerged as a winter essential item, especially among younger consumers, leading many to purchase early from autumn."

UGG operated a UGG Feel House pop-up event in Seongsu-dong for four days from the 23rd to the 26th of last month. Although it was an experiential event rather than a sales event, the cumulative number of visitors over the four days exceeded 10,000. There was even a craze for 'open runs,' with more than 100 people lining up an hour before opening.

Ugg boots became famous when actress Im Soo-jung wore them in the 2004 drama I'm Sorry, I Love You. Recently, they are enjoying a resurgence along with the return of Y2K fashion trends (Millennial fashion popular in the late 1990s to early 2000s).

The popularity of shearing boots continued during Black Friday direct purchases. Black Friday is the Friday following the U.S. Thanksgiving Day (the fourth Thursday of November), a shopping event where unsold inventory from Thanksgiving is heavily discounted.

According to last month’s data from the overseas direct purchase platform Malltail, an analysis of major direct purchase items during Black Friday and Cyber Monday (the Monday following Black Friday) from 2018 to 2022 showed that fashion accessories and electronics held the highest market share. Notably, last year during this period, the overseas site most used by domestic direct purchasers was UGG, which sells Ugg boots (17%). It was followed by Amazon (15%), eBay (5%), and Macy’s (4%).

While Ugg boots have the advantage of excellent warmth, they can be harmful to foot health. This is because their soles are flat and inflexible. Such shoes fail to cushion the impact from the ground, transmitting it directly to the soles of the feet. Continuous impact can lead to plantar fasciitis.

Plantar fasciitis refers to inflammation of the plantar fascia, which extends from the heel to the front of the sole, usually causing pain on the inside of the heel. To prevent plantar fasciitis, it is recommended to stretch the feet or apply cold and warm compresses after removing shoes. Additionally, placing a pillow under the legs while sleeping can help.

Another drawback of Ugg boots is poor ventilation. Because of this, sweat can accumulate inside the shoes, promoting the growth of bacteria and fungi, which can cause athlete’s foot and foot odor. To prevent this, it is important to wear socks rather than going barefoot inside Ugg boots, dry the boots after use, and if the shoes get wet, stuff them with crumpled newspaper and let them dry completely before wearing again. Also, it is better to rotate shoes every 2-3 days rather than wearing the same pair daily.