Southern California-based global lifestyle brand UGG® presents BEHIND THE SEAM, a week-long pop-up activation at the iconic 10 Corso Como in Milan, running from October 16th to 23rd, 2025. The pop-up brings to life the brand’s signature Twin Seam code through contemporary storytelling, craftsmanship, and immersive experiences.

At the heart of the activation is a dialogue between tradition and modernity, celebrating the artistry, community, and cultural crossovers that define the creative vision of UGG.

Throughout the week, visitors will be invited to explore the Customisation Station by top-tier artisans, where they can personalise their favorite UGG styles customised live in-store, transforming each piece into a unique expression of individuality.

Until September 23rd, the space transforms into a creative hub, inviting visitors to get hands-on with UGG styles and turn them into one-of-a-kind pieces.