As the summer sun beats down on Seoul and style-conscious shoppers refresh their wardrobes, one trend is stepping out in front: the rise of chic, comfortable summer footwear. UGG, the global lifestyle brand imported and sold by Shinsegae International, has reported a remarkable 50% surge in May sales compared to the same period last year, according to ET News on June 5, 2026. The brand's summer collection—centered on sandals and slippers—has found particular favor among consumers in their 20s and 30s, fueling this impressive growth.
What’s driving this summer’s sandal craze? The answer seems to lie in a blend of bold design, comfort, and clever marketing. UGG’s men’s line, for instance, has seen sales double year-over-year, a rare feat in a market often dominated by women’s fashion. The secret? Lightweight spring and summer slippers, including the much-hyped ‘Peakmode Breed’ and ‘Ozzo Clog’ models, which were popularized by brand ambassador Yeonjun. These models have become must-haves for young men looking to balance style and ease in the warmer months.
But the women’s segment hasn’t lagged behind. The ‘Golden Gaze Toe Post’ sandal, a standout in UGG’s summer range, sold out quickly online, especially in the chestnut and red pepper colorways. The appeal? A combination of suede material, a slim silhouette, and versatility that lets the sandals pair effortlessly with a wide array of outfits. Another hit, the ‘Golden Glow Toggle’ sandal, offers a clever twist on the classic platform design, featuring detachable laces and toggle accents that let wearers express their individuality. Its waterproof EVA construction makes it a practical pick for outdoor adventures, a detail that’s not lost on summer shoppers.
UGG’s recent success isn’t just about product innovation—it’s also about experience. The brand hosted a large-scale experiential marketing event at Seoul Olympic Park in May, coinciding with a jazz music festival. Attendees could try on the latest summer shoes at a sprawling booth, customize their footwear at a dedicated bar, enjoy digital events, and even cool off at an on-site ice cream shop. The result? A doubling of UGG’s search volume on major Korean web portals during the event, according to ET News. “The interactive content really drew in young consumers,” the report noted, highlighting how physical experiences can drive digital buzz and, ultimately, sales.
This surge in interest isn’t happening in a vacuum. According to a June 4, 2026 style feature in W Korea, black chunky sandals and ballet flats are the go-to shoes for the season, embraced by both celebrities and everyday fashionistas. The article makes a compelling case for the versatility and edge these black shoes bring to lighter summer wardrobes. “Even if you’re just wearing a worn-out T-shirt, these black shoes anchor the look,” the magazine observed, capturing the effortless cool that’s become the hallmark of the trend.
Hollywood stars like Hailey Bieber and Kendall Jenner have been spotted in these styles, often pairing them with minimalistic, 90s-inspired skirts and shorts. The simple, broad straps of chunky black sandals, especially those with a slight heel, have become a new classic—equally at home with tight black capri pants or a monochrome ensemble. The understated elegance of these shoes, combined with their comfort, explains their broad appeal. As W Korea put it, “People who dress well all over the world seem to be wearing these shoes right now.” It’s a bold claim, but one that seems to resonate with the season’s mood.
On the flip side—literally—ballet flats are having a moment, too. Unlike the open, breezy feel of chunky sandals, black ballet flats with dainty ribbons offer a classic and feminine vibe. They’re described as being perfect with vintage denim or a crisp white summer dress, and they transition seamlessly into office wear. “The basic design with a cute ribbon matches everything from vintage jeans to summer dresses,” W Korea noted, adding that these shoes bring a touch of girlish charm and understated sophistication to any outfit. The comfort factor is a given; after all, ballet flats have long been celebrated for their ease of wear.
It’s not just about looks, though. The practical features of this summer’s hottest shoes are a big part of their appeal. UGG’s use of waterproof EVA materials in models like the ‘Golden Glow Toggle’ makes them ideal for outdoor activities, from park picnics to music festivals. The detachable laces and unique toggle decorations allow for customization—a growing demand among Gen Z and Millennial shoppers who want their footwear to reflect their personal style. Meanwhile, the black chunky sandals highlighted by W Korea offer both support and a touch of sophistication, thanks to their slightly raised heels and minimalist design.
Fashion experts say this dual focus on comfort and self-expression is no accident. As the weather heats up and dress codes relax, consumers are looking for shoes that can keep up with their active lifestyles while still making a statement. The popularity of experiential marketing events, like UGG’s jazz festival booth, underscores the importance of creating memorable moments that connect brands with shoppers on a personal level. It’s a strategy that seems to be paying off—at least for UGG, whose sales figures are the envy of the industry this season.
Of course, the influence of celebrities can’t be overlooked. When style icons like Hailey Bieber and Kendall Jenner are seen sporting chunky sandals or ballet flats, the effect is immediate: social media lights up, and shoppers rush to emulate the look. This celebrity endorsement, combined with savvy marketing and genuinely appealing products, has created a perfect storm for brands like UGG. “These shoes offer a sense of ease but also elegance,” W Korea explained, suggesting that the right pair of sandals or flats can elevate even the simplest summer ensemble.
In a summer defined by both comfort and flair, it seems the humble sandal and the classic ballet flat have stepped into the spotlight. Whether it’s the innovative features of UGG’s latest designs or the timeless appeal of black footwear, shoppers have more choices than ever to express their style and stay cool. As brands continue to blend experiential marketing with fashion-forward products, one thing is clear: this summer, the right shoes are more than just an accessory—they’re the foundation of the season’s hottest looks.
With sales surging, styles evolving, and shoppers eager for both comfort and individuality, the summer of 2026 is shaping up to be a banner season for brands that know how to put their best foot forward.