# UGG: Brian Smith. How an epiphany, surfers, and $500 launched an iconic sheepskin footwear company.

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-06-01
- Length: 1h 28m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo

## Summary

Brian Smith, founder of UGG, explains how he imported Australian sheepskin boots to the U.S. in 1979, initially struggling with zero sales from surf shops before pivoting to marketing to real surfers like Mike Parsons and Ted Robinson. He details the financial chaos of his early years, including losing control of the company to investors like Neil Fearing and Chuck Kaiser, and the 10-year trademark battle with the Oregon-based UGHS company. Smith describes key decisions such as the 'Six-Pair Stocking Plan' and a controversial ad buy on Rush Limbaugh, before selling UGG to Deckers in 1995 for approximately $15 million.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=0) Introduction: Brian Smith and the UGG Origin Story
- [3:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=194) The Epiphany: From Accounting to Surfing in California
- [8:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=510) The Eureka Moment: Identifying Sheepskin Boots as a Product
- [12:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=745) First Sales Trip: Zero Orders and the Pivot to Surf Shops
- [19:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=1198) Marketing Lessons: Real Surfers vs. Models and the Six-Pair Stocking Plan
- [31:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=1903) The Trademark War: Legal Battles with UGHS and Financing Struggles
- [40:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=2418) Losing Control: Investors, Heart Attacks, and Regaining Ownership
- [1:02:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=3764) Scaling Up: Celebrity Stylists, Pamela Anderson, and the Rush Limbaugh Campaign
- [1:17:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-01-ugg-brian-smith-how-an-epiphany-surfers-and-500-launched-an-iconic-sheepskin-foo#t=4628) The Sale to Deckers: Meeting Doug Otto and Exiting the Business

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- UGG (product)
- Deckers (company)
- Country Leather (company)
- UGHS (company)
- Pamela Anderson (other)
- Rush Limbaugh (other)
- Teva (product)
- Hoka (product)
- LA Gear (company)
- Oprah (other)
- Tom Brady (other)
- Jimmy Choo (other)

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- [Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-11-05-hippy-feet-is-the-coolest-company-you-havent-heard-about-until-now-michael-mader) (People of Packaging)
- [Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-15-against-all-odds-overcoming-huge-setbacks-to-sell-5-million-worldwide) (It's Only a Prototype)
- [008: Temporary Face Masks & Surviving Shark Tank, Doug Marshall of The Game Face Company](https://hardwarepodcasts.com/podcast/product-startup/2016-05-17-008-temporary-face-masks-surviving-shark-tank-doug-marshall-of-the-game-face-com) (Product Startup)
- [#68 How to Raise $10 Million: Fundraising Aura Bora Style with Paul Voge](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-08-68-how-to-raise-10-million-fundraising-aura-bora-style-with-paul-voge) (The Startup CPG Podcast)

## Citing this page

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