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By the mid 1980's, the UGG brand became a symbol of relaxed southern California culture, gaining momentum through surf shops and other shops up and down the coast of California, from San Diego to Santa Cruz. By 2000, a love that began on the beaches had become an icon of casual style. It was at this time that the love for UGG grew in the east, over the Rockies and in Chicago. In 2000, UGG Sheepskin boots were first featured on Oprah's Favorite Things® and Oprah emphatically declared that she "LOOOOOVES her UGG boots." From that point on, the world began to notice.