How many Urban Footwear Brands can say they have been present for 20 years? Pretty cool that we can say we are getting ready to enter into our 20th year!
Back in early 1993, we were all getting ready for the launch of this new brand — at that time we were all using the full name, N.Y. Lug Company. Such buzz in the office, and excitement. We were planning to release two styles of boots, along with a pair of jeans, a flannel shirt and some hats.
As we started taking the boots out to get some feedback from kids – the big question was “where did the name come from”.
The first boot was a logger soled boot — with a “lug” sole. We are a New York based company. We are New York Lug Company!
But the kids didn’t want to say the whole name. As we spoke to kids in the New York area, they started calling it “NY Lugs” — Outside of the New York area, they went a step further and just saying “Lugs”. As a fashion company, “Lugs” was so generic. We didn’t just want to be an “outsole”— we wanted the name to reflect more. So we took it to the next level giving it our own style, and NY Lug Company became known as LUGZ.
Anyone remember this first print ad from 1993 — featured in the Source Magazine?

Check back as we remember the first Endorsers of Lugz — as we share some of the “behind the brand” with you.