Shelisa Melendez

In 2003, UGG rocketed into the fashion world when it was named Footwear News “Brand of The Year,” and a new merger shows that the brand has no plans of slowing down.

On January 11, 2010 UGG Australia and Jimmy Choo announced their collaboration for a limited edition co-branded “UGG & Jimmy Choo.”

The Jimmy Choo shoe brand, known for their high-end strappy heel, has left some consumers wondering what is to come out of this mash-up.

Well-known for their comfortable sheepskin boots, UGGs are usually very plain and sometimes deemed as ugly, but the boots have become a sensation. UGG boots have been worn by everyone — including toddlers, but no one has worn a Jimmy Choo-UGG combination.

Many footwear companies have recognized the demand for the UGG boot, and decided to create an alternative of their own. UGG has remained successful, however, and this merger promises to turn even more heads in UGG’s direction.

Walk around any college campus, mall, or high school and you are bound to see numerous girls with UGGs on their feet. Many parents can’t fully understand the UGG craze, especially when they average out at  $200 a pair. However, despite the unique warmth that the patented sheepskin boot has to offer, there is still always one lingering comment. The main complaint of the UGG boot is that they’re UGGly. No matter how “wonderful” they may make your feet feel during cold wintery days, you can’t deny their lack of good aesthetics.

However, UGG Australia has found an answer to consumers’ want for the same UGG performance, but with more of a fashionable flare.Connie X. Rishwain, president of UGG Australia, said UGG & Jimmy Choo will launch their five piece collection in October 2010.

And the shoes won’t be cheap. Prices for the line will range between $595 and $795. Consumers will be able to purchase the line at both Jimmy Choo and UGG stores, specialty stores that carry Jimmy Choo, as well online.