Ugg is going full New York this Fourth of July weekend with a high-low campaign that combines cult footwear and classic street food. The Southern California brand is partnering with Gray’s Papaya, the city’s famous hot dog stand, to promote the return of its viral Mustard Seed colorway — now dropping in a new silhouette.
Beginning on Friday, Ugg and Gray’s Papaya will hand out free hot dogs at select New York City locations to celebrate the launch of the Goldenstar Uggbraid Clog in Mustard Seed, a golden-yellow hue that’s become a seasonal favorite among the brand’s fans. The limited-edition release will be available online starting today exclusively for Ugg Rewards members, with extended sizing for men, women, kids and toddlers.
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The in-person giveaways begin at noon on the Fourth of July at Gray’s Papaya’s flagship on 72nd Street and a pop-up in Domino Park, and continue Saturday at Ugg’s Soho store on Mercer Street while supplies last.
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The Mustard Seed shade has built a loyal following since its debut. A July 2024 restock of the Tazz in the same golden-yellow tone sold 1,000 pairs in the first minute. Now Ugg is reimagining the cult color in a summer-ready clog priced at $130 for adults, $75 for kids and $65 for toddlers.
“Partnering with Gray’s Papaya, an iconic New York institution, brings the launch of our new silhouette in Mustard Seed to life in a way that’s both nostalgic and fresh,” Tracy Paoletti, vice president and general manager, Ugg North America, said in a statement. “Available for the whole family, this limited-edition drop of our Goldenstar and Goldencoast Uggbraid Clogs celebrates everything Ugg stands for — bold self-expression, unexpected style, and cultural connection.”
Ugg has been busy this year, mixing things up with collaborations and seasonal drops. Earlier this spring, the brand teamed up with designer Reese Cooper on a collection built for the outdoors, putting a utilitarian spin on its classic silhouettes. More recently, its “Big Summer Energy” campaign leaned into bright, easy styles made for warm weather, including the Goldenstar Sunray and GoldenGlow. Back in December, the brand teamed up with Post Malone for another limited-edition colorway.
The Goldenstar UggBraid clog features velvety suede uppers, supportive footbeds and a streamlined construction suited for hot weather and travel days. The Mustard Seed shade rounds out the existing palette of Chestnut, Black, Sand and Pale Buttercup.
The Goldenstar UggBraid clog in Mustard Seed became available July 2 at 9 a.m. PT on ugg.com and in Ugg retail stores for loyalty members.