Willy Chavarria is toughening up Ugg.
The campaign leans into Chavarria’s Mexican American heritage, recasting its famous faces as members of a contemporary Latino family in a loose riff on the ’90s sitcom “Married… With Children.” Chavarria himself makes a cameo in the campaign’s closing moments.
“We’ve designed this collection to be fierce and friendly,” Chavarria said in a statement. “The archival influence of leather culture wrapped in the warmth and intimacy that only Ugg can provide.”
The five footwear styles include the $800 Guard Boot, built with a molded toe cap and protective shin guard; the $500 Biker Boot; $450 Relaxed Boot; $250 Otzo Clog; and $190 Hotel Chavarria Slipper. The latter reworks the humble hotel slipper in leather with Chavarria’s signature crest, while several of the taller boots draw from Ugg’s archival Birch Collection from 1999. A $98 “Let’s UGG It Out” graphic tee and $30 socks round out the assortment.
Chavarria, who founded his namesake label in 2015, has become known for his exaggerated tailoring and streetwear details with references to Chicano and Latino culture. His profile has expanded considerably in recent seasons: he has continued his ongoing Adidas partnership, designed a World Cup collection tied to the Mexican national team and, earlier this year, launched a wide-ranging collaboration with Zara. J Balvin also wore a custom Chavarria look during the 2026 World Cup opening festivities.
Shop Willy Chavarria’s Ugg collection online starting Sep. 10.
