No, UGG is not a fast fashion brand. Its business model is built around seasonal collections, higher price points, and durable core products like sheepskin boots, rather than the rapid, trend-driven, and disposable model of fast fashion.
While the brand avoids the fast fashion label, its ethical and sustainability practices are mixed. UGG has made some laudable commitments and uses high-quality materials, but it falls short due to a lack of transparency in its supply chain, concerns about labor conditions, and a significant environmental footprint tied to its use of animal materials.
UGG's production and release model is fundamentally different from a fast fashion brand like Shein or Zara.
UGG’s ethical practices are mediocre, with some positive policies overshadowed by significant gaps in supply chain transparency and accountability for worker welfare.
Owned by Deckers Brands, UGG's manufacturing largely occurs in China and Vietnam, where labor violations are common. Reports from NGOs have highlighted issues in the region’s footwear factories, including excessive working hours (over 60 hours/week) and wages that fall below living wage standards. For example, some workers reportedly earn as little as $180/month, whereas a local living wage is estimated to be over $350.
UGG offers very little public information about the factories that produce its footwear. Without a detailed supplier list or publicly available audit results, it is extremely difficult for third-party organizations and consumers to verify that the brand's code of conduct is being followed. UGG is not Fair Trade certified and does not have a formal commitment to paying living wages across its supply chain.
The brand is known for its use of sheepskin. UGG states that its sheepskin is sourced as a byproduct of the meat industry in countries like Australia and New Zealand, meaning animals are not raised solely for their skins. While many of its products use wool certified by the Responsible Wool Standard (RWS), the brand as a whole is not PETA-Approved Vegan or Leaping Bunny certified for being cruelty-free.
UGG is taking some steps toward sustainability by setting ambitious goals, but its current practices do not align with industry best practices, and its core materials carry a significant environmental cost.
Sheepskin and wool are UGG's primary materials. Although these are natural and durable fibers, raising sheep for agriculture contributes to methane emissions, land degradation, and high water consumption. While UGG frames its sheepskin sourcing as repurposing a byproduct, the environmental impact of animal agriculture remains a core issue of its business model. The use of recycled or other sustainable materials remains minimal.
UGG has set science-based targets with the SBTi, aiming for a 50% reduction in greenhouse gas emissions by 2030. However, the company does not publicly disclose detailed data on its carbon footprint (Scope 1, 2, or 3), water usage, or chemical management in its supply chain, making it difficult to track actual progress against these goals.
UGG has some positive initiatives, such as offering an official repair program to extend the life of its products. However, the brand does not currently have a take-back or recycling program to manage its footwear at the end of its life, meaning worn-out boots are likely to end up in a landfill. Its packaging still includes a significant amount of plastic.
The brand has joined the Climate Neutral Certified program and published sustainability reports with promising targets. However, without transparent, independent third-party verification and detailed progress reports, these commitments currently border on greenwashing. Progress appears to be in its early stages.
UGG is not a fast fashion brand, but it's not a leader in ethical or sustainable practices either. While its products are designed for longevity, the lack of transparency in its supply chain and the heavy environmental cost of its materials should give conscious consumers pause.
UGG earns a C because while it has basic animal welfare sourcing policies in place, it fails on key human rights issues. Persistent lack of transparency around factory conditions, combined with no public commitment to paying a living wage, indicates a significant gap between corporate policy and the well-being of its workers. UGG meets the bare minimum but does not demonstrate ethical leadership.
UGG gets a B- for sustainability because it has set some promising, science-backed goals to reduce its footprint and has launched a product repair program. However, these positive steps are undermined by its reliance on resource-intensive animal materials, a lack of circular systems for old products, and a failure to provide detailed, verified data on its environmental impact. They are on the right track but have a long way to go.
If UGG's middling ethical and environmental performance doesn't sit right with you, consider these brands that offer stylish, quality footwear with a stronger commitment to people and the planet.
Nisolo is a Certified B Corp that creates timeless leather shoes and boots, ensuring a living wage for 100% of the workers in its factories. Transparent about its ethical manufacturing practices, Nisolo prioritizes sustainability through its commitment to carbon neutrality and waste reduction programs.
Shop now at nisolo.com
Another Certified B Corp, Allbirds is famous for its super-comfortable shoes made from innovative natural materials like merino wool and eucalyptus tree fibers. Every product is labeled with its carbon footprint, and the brand is carbon neutral and committed to regenerative agriculture.
Shop now at allbirds.com
Rothy's transforms single-use plastic water bottles into stylish, washable footwear, from flats to sneakers. The brand owns its factory, ensuring high labor and environmental standards, and is working towards being a zero-waste, fully circular company by 2023.
Shop now at rothys.com
Veja creates effortlessly cool sneakers using ecological materials like organic cotton, wild rubber from the Amazonian forest, and recycled plastic bottles. The brand is famous for its radical transparency into its entire supply chain, ensuring Fair Trade principles and ethical treatment for all its workers and producers.
Shop now at veja-store.com
Having evolved beyond its one-for-one model, TOMS is now a Certified B Corp that directs 1/3 of its profits to grassroots good. The brand has significantly invested in using more sustainable materials like recycled polyester, organic cotton, and eco-friendly soles across its iconic footwear line.
Shop now at toms.com
UGG states its sheepskin is a byproduct of the meat industry, which is considered more ethical than raising animals solely for their skins. However, some animal welfare advocates argue that any use of animal products is inherently unethical, and the industrial rearing of sheep still raises concerns about animal treatment.
From a product standpoint, UGGs are often considered worth the price due to their high-quality, durable materials and construction, which allow them to last for many years with proper care. This longevity contrasts sharply with the poor quality of typical fast fashion footwear, however, ethical-minded consumers may find better value with more transparent brands.
UGG is making some clear efforts to improve its sustainability, such as setting science-based targets to reduce its emissions and introducing a brand-backed repair program to extend product life. While these are positive steps, they can't progress until they provide transparent, verifiable data on their environmental performance.
Like a significant portion of the global footwear industry, UGG outsources its manufacturing to countries like China and Vietnam to leverage their specialized factories, available labor, and cost-effective production infrastructure. This common practice also brings risks related to labor conditions and low wages, which is why supply chain transparency is so crucial.
