Without offering specific sales data, senior executives at Ugg parent Deckers Outdoors say the company has experienced “tremendous success” with its Fluff franchise as the “Fluff Yeah” generated the most revenues in the fiscal first quarter, and its companion “Oh Yeah” style was second in period sales.

“We’re going to continue to drive that,” Dave Powers, Deckers’ President and CEO, told analysts last week. “And what’s great about it is we’re seeing a younger, more diverse consumer adopting the category, particularly online.” The brand is promising new colors and iterations in the current quarter and for spring/summer 2021 in the category... The Fluff look is also starting to “gain legs” in some international markets, he added.

In Deckers’ fiscal first quarter, a seasonally smaller period for UGG, global brand sales were down 10 percent to $125 million, impacted by a 49 percent drop in wholesale revenues caused largely by COVID-19 door closures.

Elsewhere, Hoka revenues rose 37 percent to $109 million in the period, fueled by triple-digit direct-to-consumer sales growth, a 10 percent wholesale segment increase and expansion of international distributor volume. Hoka has experienced strong consumer demand, particularly in Europe, for the Clifton Edge style launched last month. Earlier, the brand delayed product launches due to store closures prompted by the pandemic. Powers says the company is taking a “slow, cautious approach” to a test with Dick’s Sporting Goods, which currently sees the brand in 11 DKS doors.