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An Upper West Side Expansion

HIGH TEE:

UNIQLO Is T-Shirt Crazy This Month With Dueling Superheroes, Metal Gear, Velvet and More

FREEBIE DU JOUR:

Here's An UGG Store Line
We Can Get Behind

MilkTruckUggLine
The irony is not lost on The Shophound that we, who have regularly expressed our bewilderment at the annual Holiday season lines of customers in front of New York's UGG Australia stores, found ourself standing in a line, in front of an UGG store at lunchtime yesterday.

No, we were not actually waiting to get into the store at Madison Avenue and 58th Street. That would have been ridiculous. We're not ashamed to say that were waiting for a free grilled cheese sandwich and a shot of strawberry milkshake on the side from the Milk Truck. Hey, we just happened to be there around noon-ish and were getting a little hungry. And is there any such thing as a bad piping-hot-off-the-grill grilled cheese sandwich? No there is not.

In our defense, we coincidentally showed up there when the fast-moving line was less than 10 people long, and by the time we had finished wolfing down our free treat, it had nearly doubled and was headed down Madison Avenue. We can't promise that we would have withstood more than a few minutes in line for a sandwich, or that anyone else should, but timing is everything.

UGG-MensAll this handing out of free food was in celebration of UGG's first men's only store which officially opened yesterday to much fanfare including a splashy party featuring UGG spokesperson Tom Brady. The truck's normally bright exterior was even specially clad in clack and festooned with UGG logos for the occasion. Ordinarily, our disdain for the store's mysterious Holiday lines along with our aversion to the classic, chunky UGG shearling boot keeps us from paying too much attention to its stores, but it would have been uncouth for us to accept a free lunch from the company without at least taking a look at its latest effort. As it turns out, most of the men's shoes on display look pretty normal. There were the classic boots, of course, but they were relegated to a corner for the summer in favor of more regular oxfords, boat shoes, biker boots and even some sneakers and flip flops. There are probably a few more sheepskin linings than would seem necessary for June, but this is UGG after all. We found special, shearling moccasins handmade in maine by Quoddy in limited edition just for the new store as well as a deluxe, Italian-made collection that bears not a trace of fur, for the man who wants UGGs without all the UGG-ness. Perhaps they were really for the guy stuck in the store while his lady companions shopped away in the connected main store.

We don't know if that truck is going to show up again at 58th and Madison and hand out free lunches, but it's worth keeping an eye on Milk Truck's Twitter just in case because, you know, grilled cheese —yum! You might even want to pay for it. Anyway, the truck did its job yesterday as we left the store buzzing with well-fed customers.

UGG Australia Men's Store 600 Madison Avenue at 58th Street, Midtown
Milk Truck Grilled Cheese (Official Site & Twitter)
Previously:
Mysteries of the Universe: Yes, People Are Still Lining Up In Front Of The UGG Store

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