Brian Smith didn’t just build UGG, he built a global brand by trusting instinct, embracing uncertainty, and doing things completely differently than everyone around him.

At VRNation 2026, he’s bringing that same founder mindset to the stage. The kind that challenges convention, leans into risk, and turns simple ideas into something iconic.

His book is your early access to that journey, the real story behind building a brand from the ground up and the lessons that actually matter along the way.