
Once a snow boot brand under the DECKERS Group, ULU had long since lost its luster. It shed nearly every element that once captivated people: lacking appealing aesthetics, devoid of material innovation, and utterly devoid of brand charisma. Yet, the winter of 2024 brought about a radical transformation.
After four years, ULU has achieved a complete rebirth, morphing from a forgotten traditional snow boot brand into one of the most innovative winter sports footwear brands on the market. This drastic change wasn't conjured from thin air; all great design fundamentally aims to solve user pain points, and ULU's reinvention revolved precisely around this philosophy. By grounding its designs in functional needs and integrating the wild aesthetics of polar styles, ULU has crafted an unprecedented super-functional snow boot. Every attendee at the ULU launch event was struck by its bold yet practical designs.
Join us as we delve into a conversation with designer Leo to understand what truly catalyzed ULU's journey from mundane to groundbreaking innovation.



A Conversation with Leo
Q: What was the biggest challenge in reinventing ULU products?
Leo: For us, the toughest decision was how much of the original style to keep, or even if we should keep any at all. When people think of snow boots, they often associate them with bulkiness, stuffiness, and of course, UGG. Some brands really dominate their categories, heavily influencing user perception and expectations.
Most people assume this type of product should look a certain way, and if you deviate, you face skepticism. ULU was once a very "dull and conservative" brand. However, ULU always tried to use a more "outdoor adventure" design language to improve the functionality of snow boots. We felt this was incredibly valuable and the right direction. So, we decided to push even further in that direction, giving ULU an instantly recognizable look while also delivering the strongest functionality and most comfortable feel in its class. It sounded crazy, but we were excited to take on the challenge, and we succeeded.
Q: The RAVEN series' double-layer structure is truly impressive. How did you come up with that?
Leo: The initial inspiration actually came from the waders worn by fishermen in polar regions. It's a very exaggerated design where the shoes and pants are connected. But when you're in such extreme environments, it all makes perfect sense—you need excellent waterproofing, warmth, and ease of wear. So, we incorporated two different grades of waterproof material into the RAVEN snow boot: the inner layer is breathable, warm, and splash-proof, while the outer layer is lightweight and completely waterproof. We also considered the possibility of indoor wear, so we added a fold-down design. Suddenly, it looked incredibly "cool."


Leo: Actually, when you're walking in the snow, the answer is obvious. The EYAK's sole has an exceptionally large contact area with the snow, and its deep grooves firmly grip packed snow. We believe it's the perfect après-ski boot. It uses Extralight material for the sole, making it much lighter than it looks, and its slip resistance on icy and snowy surfaces is excellent. It also pairs perfectly with your snow pants. Honestly, our design philosophy has always been "forms follow function." So, we always start by solving a specific functional pain point. If the design has to look a certain way to solve the problem, then we accept it and continuously optimize from there, eventually leading to what you see now.
Q: ULU's style seems very fashionable and design-driven, unlike a traditional outdoor brand. Was this intentional?
Leo: We don't deliberately think about "how to merge fashion and function." In my opinion, that's an outcome, not a method. It all depends on how you solve the problem and your taste. We essentially kept every element that served a function and then, based on that, made choices regarding color, shape, and materials. What's truly appealing is the uniqueness evident in the product. We want every ULU product to be "untraditional" because, during the design process, we had to revolutionarily change some problems that other products hadn't solved before. This kind of change naturally makes the product look incredibly impactful. We didn't try to make it look that way; it just happened.
Want to hear the inside story? Our footwear designer, Leo, is here to share exactly how this all happened.