After becoming a must-have for women around the world, the Ugg Boot is now set to race to the top of men's wish lists.
Loved for their comfort and cosiness, the Ugg first found success when it was spotted on a host of stylish women, including SJP, Kate Moss and Sienna Miller.
Despite associations with female fashion, the style was initially developed for men, and were worn by Australian sheep-shearers, and then surfers and aviators in the 1970s.
Now brandishing the names of stylish male Ugg wearers, such as Brad Pitt, Justin Timberlake and Leonardo DiCaprio, the brand is leading an assault on the men's market with a launch set to take place in Covent Garden this week.
Speaking to the Independent, Connie Rishwain, president of the US-owned firm Ugg Australia, admitted the task would be a challenge, but added, 'It's a feelgood brand. We're all about comfort and luxury. And at a time when people might not be able to remodel their house or buy a new car, they can buy a pair of boots.'
Even if they do get through to the boys, the real question may be, will women want to see their men in Ugg boots, or is that a style statement too far?