Deckers Japan stages Tokyo's only stop on UGG's new "Born to Feel" platform, a three-day Harajuku pop-up

Deckers Japan LLC will run a three-day pop-up called "UGG SEASON" at WeWork Iceberg in Jingumae, Harajuku, from 10 to 12 October, the company said in a release. Admission is free, though a reservation is required in advance for the venue itself and separately for its customisation sessions; hours run 11:00 to 20:00 on the first two days and 11:00 to 19:00 on the third.

The event is Japan's leg of "Born to Feel," a new seasonal brand platform UGG is rolling out worldwide this autumn: New York hosts the platform's flagship launch, five European cities and several Chinese cities also host activations, and Tokyo — where the pop-up sits near UGG's own flagship store in Harajuku — is the platform's only stop in Japan and one of just two named in Asia, according to Deckers' global announcement of the campaign.

At the pop-up, visitors can order a 3D-printed, boot-shaped cake made with chestnut mousse and caramel apple alongside a hojicha drink, limited to the first 900 people each day, Deckers Japan said. A separate "UGG FEEL STUDIO" session lets buyers customise a purchased pair with Swarovski crystals in letters, numbers, hearts and stars, capped at the first 120 customers and requiring proof of purchase; a professional photographer will also shoot visitors wearing UGG product. Bookings for both the pop-up and the customisation slots run through a LINE reservation form, the company said.

Positioned steps from UGG's Harajuku flagship, the pop-up reads as reinforcement of existing retail rather than a stand-alone stunt — a Promotion play built to draw repeat footfall to a street where competing footwear and lifestyle brands stage pop-ups constantly. That Tokyo made the cut at all, as one of only two Asia legs named for a platform otherwise weighted to North America and Europe, underscores how central Japan remains to UGG's brand calendar, even though the footprint here is a single venue for three days.