HIDDEN.NY UGG HUNT STARTS NYC STREET SEARCH

Summary

• HIDDEN.NY partners with UGG for NYC scavenger hunt releasing 176 collaborative Classic Boots
• Players must find three survey teams across designated city areas to win boots
• Boots feature removable HIDDEN-stamped silver tools and green branded details

HIDDEN.NY transforms sneaker drops into citywide treasure hunts. The streetwear brand launches its UGG collaboration through an interactive search across New York City.

The partnership produces 176 pairs of HIDDEN.NY x UGG Classic Boots. No online sales exist. Winners emerge only through the scavenger hunt format.

HIDDEN.NY announced the activation on Instagram September 24th. "We begin construction on our newest venture", the post stated. "If you are in New York City, step into the designated area and see what's unfolding."

The hunt requires finding three survey teams positioned across the city. HIDDEN.NY provides location clues: "one where you might court the land, another where the mechanics keep watch, and a third where a free man once passed through narrow streets."

Participants must locate all 3 teams to collect marks. Completing the full circuit unlocks access to the collaborative boots.

The boots blend UGG's Classic Boot silhouette with HIDDEN.NY design elements. Features include removable silver tools stamped with HIDDEN branding. Green accents appear throughout the design.

HIDDEN.NY builds its brand through exclusive, location-based releases. Previous activations have included pop-up installations and limited distribution networks across major cities.

The collaboration follows UGG's recent partnerships with fashion brands seeking urban audiences. The Classic Boot serves as the foundation for multiple collaborative projects.

New York participants track the hunt through HIDDEN.NY's social channels and designated city zones. The brand maintains secrecy around exact locations and timing details.