The 5 Must-Know Secrets Of The UGG Soho Store: Exclusives, Collaborations, And The 2025 NYC Shopping Experience

Stepping into the UGG Soho store in December 2025 is not just about buying a pair of boots; it’s an immersion into the brand's cutting-edge lifestyle evolution, far removed from the general retail experience. Unlike the sprawling flagship on Fifth Avenue, the Soho location at 79 Mercer Street acts as a curated boutique, a hub for exclusive drops, and the ultimate destination for collectors and fashion-forward shoppers seeking the newest, most unique UGG styles. This store is specifically designed to offer a more intimate, high-fashion experience, focusing on limited-edition releases and unique collaborations that you simply won't find anywhere else in New York City.

The UGG brand, owned by Deckers Brands, has successfully transitioned from a seasonal boot staple to a year-round global lifestyle powerhouse, and the Soho boutique is the perfect microcosm of this shift. From the viral appeal of the Classic Mini to high-end designer partnerships, the Soho store is where the future of UGG is unveiled, making it a mandatory stop for anyone looking for the freshest footwear and apparel this holiday season. The experience is currently highlighted by special seasonal events, including a December embroidery opportunity for a personalized touch on your new purchase.

The UGG Soho Store Profile: Your Guide to the Mercer Street Boutique

The UGG Soho store holds a distinct position within the brand's New York City retail strategy. It serves as the artistic, trend-focused counterpart to the massive, Southern California-inspired Fifth Avenue flagship. Located in the heart of one of Manhattan’s most prestigious shopping districts, this boutique is where UGG showcases its commitment to high fashion and exclusive design.

• The Unseen Story Jessica Simpsons Battle For Privacy And Body Image In A Digital Age Mlvqa

• Official Address: 79 Mercer St, New York, NY 10012
• Primary Contact: (212) 226-0602
• Typical Hours: Generally 10 AM – 7 PM (Specific hours may vary, especially on Sunday, so always check ahead).
• Store Focus: Boutique experience, limited-edition collections, designer collaborations, and unique apparel.
• Vibe: More intimate and fashion-forward compared to the larger Fifth Avenue location.
• Key Collections: Often features the Classic Luxe Variation, UGGbraid clogs, and exclusive colorways.

The store's location on Mercer Street places it among other luxury and contemporary fashion houses, perfectly aligning with its mission to elevate the UGG boot beyond its casual roots. Shoppers here are often looking for exclusivity, which the Soho boutique consistently delivers through its curated assortment.

Exclusive Drops and 2025 Collaborations Only Found in Soho

What truly sets the UGG Soho location apart is its role as a premier launchpad for the brand's most anticipated and limited-edition products. While the Fifth Avenue store carries the full lifestyle collection, the Soho boutique often receives exclusive access to highly coveted drops, making it a magnet for sneakerheads and fashion collectors.

The Jeremy Scott x UGG Flame Boot Re-Release

One of the most significant and recent examples is the re-release of the iconic Jeremy Scott x UGG Flame Boot. This highly anticipated drop was scheduled for November 14, 2025, and was available exclusively at the UGG Soho and Fifth Avenue retail stores in New York City, ahead of any wider global release. This collaboration highlights the Soho store's function as a destination for avant-garde and high-profile designer partnerships. The Flame Boot, known for its bold, graphic design, is a prime example of the unique footwear experiences Soho specializes in.

• The Chilling True Story 5 Key Facts About Richard Evonitz The Serial Killer Who Kidnapped Kara Robinson Chamberlain Xpjje

Curated Boutique Collections and Unique Styles

Beyond major collaborations, the UGG Soho store is known for carrying specific collections that are harder to find elsewhere. If you are hunting for a unique UGG style, Soho is your best bet in Manhattan.

• Classic Luxe Variation: The store often stocks elevated versions of the classic boot, featuring premium materials and an exclusive UGG® tread design.
• UGGbraid Clogs: Recent in-store events, such as the Gray's Papaya promotion, have tied directly to the launch of styles like the Goldenstar and Goldencoast UGGbraid Clogs, ensuring Soho is the place to shop the "drop IRL."
• Limited-Edition Colorways: Due to its smaller footprint and focus, the boutique frequently carries unique colorways and fabrications of popular styles like the Classic Mini and Tasman slippers that may sell out quickly at other locations.

The emphasis on "UGG Exclusives" means a trip to 79 Mercer Street often yields a treasure trove of shoes, slippers, and apparel that provide a fresh take on the brand’s heritage.

Soho vs. Fifth Avenue: Understanding the NYC UGG Experience

To truly appreciate the value of the UGG Soho store, it is essential to understand how it contrasts with the massive UGG NYC Flagship Store located at 530 Fifth Avenue. Both stores are crucial components of the brand’s presence in New York, but they cater to very different shopping intentions.

• The Surprise Vegas Wedding And Shared Grief 5 Shocking Details Of John Schneider And Dee Dee Sorvinos Whirlwind Romance Ohirf

The Fifth Avenue flagship, which opened in November 2020, is a multi-level, 12,842-square-foot behemoth designed to embody UGG’s evolution into a full lifestyle brand. It offers a comprehensive, Southern California-inspired experience, showcasing the brand’s legacy, its full range of apparel, home goods, and all core footwear collections. It’s the place for the widest selection of sizes and the complete UGG world.

In contrast, the Soho boutique is smaller and more focused. It is a curated gallery of the brand's most unique offerings. If you are a tourist seeking the classic UGG experience or the widest possible selection, the flagship is the primary destination. However, if you are a fashion insider, a collector, or someone looking for a specific, exclusive collaboration or a unique UGG boot design, the Soho store is the superior choice. Its unique assortment and focus on limited releases position it as the go-to spot for the freshest, most up-to-date UGG fashion.

Recent UGG NYC Events and Pop-Ups

The Soho store is also often involved in brand activations that generate buzz. In October 2025, UGG hosted the "UGG Feel House" event in New York, a major brand activation that aligns with the Soho store's role as a cultural touchpoint. Furthermore, the brand has used its NYC locations, including Soho, to offer special services, such as the December opportunity for shoppers to get their new pair of UGGs embroidered, adding a personal, bespoke element to the purchase.

Visiting the UGG Soho store is an essential part of the modern New York shopping experience. It offers a glimpse into the brand’s future, providing exclusive access to collaborations and unique designs that cement UGG's status as a year-round, high-fashion lifestyle brand.