Ever since Stefon Diggs first blitzed past the end zone and into fashion’s spotlight, the New England Patriots wide receiver’s style record has been nothing short of hit after solid hit. Whether in adrenaline-packed stadiums or in grids of shrewd celebrity style bloggers, Diggs’ name is one that echoes with that unmistakable blare of modern sensation. After all, there is nothing quite as contemporary as a multi-hyphenate, and, perhaps as of recently, few things as hyped as the ability to balance the polarities of both sport and style. Diggs’ latest touchdown, however, veers away from the rugged charm of Americana to that of the free-spirited down under in a game he’s quickly becoming a pro at making headlines in: the game of dress-up. 

UGG, UGG

UGG, the cozy-cool staple that turned fuzzy textures and rounded silhouettes into fashion footwear icons, set the blueprint for laid-back Southern California style with edge. Now, as the American label tosses the ball in Diggs’ hands, he finds himself momentarily swapping pigskin for sheepskin in the UGG AW25 campaign. But it’s not the au courant micro-trends that the celebrity-besotted brand is capturing. Rather, the question lingering on the camera’s lens begs a little less what and a little more how. It’s all about presence, an attitude, per se. And so, the Californian connoisseur of elevated ease zooms in on how authenticity is the secret play to commanding the spotlight. A glance at the campaign, you’ll find the all-American footballer donning the UGG Classic Ultra Mini boot, posing nonchalantly here and there, basking in the pleasure of knowing that he doesn’t have to catch up to the ever-accelerating speed of trends. Instead, as suggested by his fervent following, it might just be the trends that’ll have to do some catching up. 

And it’s precisely that knack for trend-setting that makes Diggs right at home among the roster of A-list celebs repping the footwear purveyor’s freshest drops. From Central Cee to Jeremy Scott, and more, all hailing from different scenes, all known far and wide for their trend-immune, prophetic sense of style, code the heritage label’s fall collection with their interpretations of steez, asserting that it’s not the threads that should wear those who sport them, but quite the inverse. 

When Brian Smith started it all for UGG in the ‘70s, he flexed a similar knack for stylish ease; it’s likely he envisioned that to be exactly the type of person who would one day don his grails. Back in those sun-streaked days on the beaches of Southern California, Smith took that first step, with a smooth stride and sharp gaze fixed on the future, where he saw the glimmering opportunity for a new look lingering on the horizon. And though the waves have rolled over and the brand has moved from the ivory shores of nearby beaches to urban landscapes, the mantra remains: in the game of fashion, the real players never follow; they always lead. 

Daring enough to take that first step into making the UGG brand’s autumnal offerings your own? Click here to forge your own path to an undisputedly fresh fall.