UGG Unveils New York Feel House Curated by Ferg

Even before the leaves begin to turn in Central Park, UGG is already a step ahead—gearing up New Yorkers and global tastemakers with fresh winter footwear.

From October 24 to 28, UGG unveils the latest chapter of its Feel House experience, this time curated by New York–born musician and artist Ferg. Set in Manhattan, the immersive space brings to life defining moments from the brand’s heritage—mirroring the themes of its current “Iconic From The First Step” campaign—while spotlighting the four pillars at the heart of UGG’s identity: heritage, innovation, community, and creativity.

Located on West 14th Street between 9th Avenue and Washington Street, each floor of Feel House is dedicated to one of these foundational narratives. Across three levels, visitors can explore exclusive product drops, archival and ongoing collaborations, personalization services, and curated storytelling moments. The journey begins in the dramatic “U” Tunnel, a sculptural entryway designed to transport guests into the brand’s universe.

Key highlights include:
 

• UGG-IFIED PHOTOBOOTH: A retro-style booth wrapped in signature chestnut suede and shearling for cozy, Instagram-ready moments.

• SIGNATURE REFRESHMENTS, ON THE (FEEL) HOUSE: The onsite café offers complimentary drinks, chocolate chip cookies from local favorite Hani’s, and lounge seating.

• ONE-OF-A-KIND CUSTOMIZED UGG® PRODUCT: With proof of purchase, guests can personalize select products at Feel House’s customization stations led by Original Rose (laser engraving) and MetaGirl Studio (signature adornments). Limited availability.

• EXCLUSIVE FEEL HOUSE GIVEAWAYS: Guests can take home limited-edition items including a plush heart keychain and an UGG® Care Kit for loyalty members. All shoppers receive a reusable tote featuring Ferg’s original artwork with any Feel House purchase.

• LATEST & GREATEST: The space features fresh arrivals from the Autumn/Winter 2025 collection—footwear, apparel, and outerwear—alongside heritage staples in UGG’s classic chestnut tone. A final seasonal drop of the sacai collaboration is also available.

• UGG® COLLABORATIONS, A HISTORY: A curated installation showcases over 30 creative partnerships since the brand officially launched its collaboration platform in 2017, reflecting UGG’s bold and expressive DNA.

First introduced in April 2022, Feel House is UGG’s annual multi-sensory concept space—an evolving platform for self-expression and creative community-building. Now in its sixth edition, the experience serves as a cultural hub for UGG’s global network of multi-hyphenate creatives across fashion, music, art, and beyond.

A longtime friend and collaborator of the brand, Ferg infuses the space with his signature aesthetic, translating his dual passions for music and visual art into original works featured throughout the venue and on custom shopping bags. The result: a sanctuary of comfort, creativity, and confidence that reflects UGG’s commitment to unapologetic individuality.

To mark the opening and the debut of its latest collaboration with sacai, UGG hosted a private launch event on October 23. The night drew campaign stars including Sarah Jessica Parker, Stefon Diggs, and Elsa Hosk, and paid tribute to past and present brand partners—celebrating a community-first vision that continues to shape UGG’s future.

"Feel House is a week-long celebration of our origin story, highlighting where we came from and where we’re headed as a brand,” said Anne Spangenberg, President of UGG. “It’s the physical manifestation of UGG rooted in community, culture, and collaboration. We’re celebrating our heritage, embracing the now, and paving the way for what’s next. Feel House invites our community to engage with UGG on a deeper level; through product, customization, art, music, and storytelling, with New York at the center of it all. From showcasing our latest offerings to honoring past and present collaborators, including a dedicated space for our recent Sacai partnership, it’s a space where legacy meets innovation. We do everything with the UGG community in mind, and Feel House is a true reflection of that spirit. We collaborated with Ferg to bring his creative vision to life in a space designed to be both seen and felt; an immersive experience that reflects the heart of UGG®: creativity, connection and comfort."

“Everything I do, whether it’s music, art, or fashion, is about self-expression and how I feel in the moment. That’s why I really see myself in UGG. They’re not defined by one thing either, but by how they make people feel,” said Ferg, musician and artist. “UGG is about culture, creativity, and community, and that’s already how I move, so the artwork came together real naturally. I’m all about storytelling, and it’s special to be part of this season of storytelling with them, and continuing to write the chapter of this iconic brand here in NY, my own backyard.”