Urban Outfitters Reunites with UGG® for the Return of On Rotation, Bringing Gen Z's Favorite Brands to Life

Press Release

October 15, 2026

The experiential retail platform pairs the UGG® brand's iconic comfort with UO's creative approach to connecting brands with the next generation.

Urban Outfitters reunites with Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) this fall for the return of On Rotation, its experiential retail platform. Building on their 2025 collaboration, the partnership brings the UGG® brand's iconic styles to UO's Gen Z community through a seasonal experience celebrating personal style, comfort, and creativity.

Designed to deepen the connection between brands and the next generation, On Rotation draws on UO's unique relationship with young customers as they discover what inspires them and define their personal style. Through curated product, differentiated styling, storytelling, and immersive retail experiences, UO brings brand partnerships to life in ways that reflect how its customers live and shop.

"At UO, we're constantly listening to what inspires Gen Z and looking for new ways to connect them with the brands and products they love," says Bijon Javadzadeh, GMM of Men's and Footwear at Urban Outfitters. "UGG really resonates with our customers, particularly as they start dressing for fall. On Rotation gives us the opportunity to build on that affinity through our own creative perspective, inspiring them to reimagine their favorite styles and discover new silhouettes from the brand."

For Fall 2026, select stores transform into shoppable environments featuring dedicated footwear try-on spaces, vintage-inspired details, and a playful, loaded-up tailgate installation showcasing curated UGG apparel and footwear. The assortment will include seasonal standouts like the UGG® Women's Goldenstar Evelina Clogs, UGG® Women's Classic Ultra Mini Western Embroidered Boots and Women’s UGG® Nikia Crochet Fluff Zip-Up Jacket, offering a fresh take on laidback dressing, alongside timeless favorites like the UGG® Classic Ultra Mini Boot and UGG® Men's Tasman Slipper Clogs. Together, the collection taps into Gen Z's affinity for comfortable, lived-in style and offers a fresh perspective on all-weather staples.

Launching across five Urban Outfitters locations in October and November, including New York City (NY), Boston (MA), Chicago (IL), Los Angeles (CA), and the Philadelphia (PA) area, the experience will extend beyond stores through a broader marketing campaign spanning original editorial content, out-of-home advertising, paid and organic social, and digital storytelling.

The partnership will continue into the holiday season, spotlighting UGG as a go-to brand for timeless style and gifting at Urban Outfitters.

To shop UGG at Urban Outfitters, click here.

About Urban Outfitters
Urban Outfitters is a global lifestyle brand dedicated to fueling the next generation’s individuality through a unique blend of product, creativity, music, and youth culture. Founded in 1970 in a small space across from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, alongside a dynamic digital presence. Empowering bold self-expression, Urban Outfitters leads with its distinctive designs and curated selection of women’s, men’s, accessories, and home products, and best-in-class brand partnerships. For more information, visit Urban Outfitters at www.urbanoutfitters.com.

About UGG®
Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, and accessories with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit www.ugg.com @ugg

Media Relations Contact:
PR@urbanoutfitters.com