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Hypebeast’s UGG campaign profiles Joel Lyall, stylist and founder of vintage streetwear boutique Bythepeace, as he sorts and lists stock during his evening work hours. The campaign features the UGG Birch Boot and Birch Hiker from the brand’s Fall 2026 collection, which UGG says are available online and at its Knightsbridge store in London.
Hypebeast has published a campaign with Joel Lyall, stylist and founder of vintage streetwear boutique Bythepeace, showing how he uses evening hours to prepare and list stock. The campaign features UGG’s Fall 2026 Birch Boot and Birch Hiker, which the report says are available online and at the brand’s Knightsbridge store in London.
The report follows Lyall at his studio in West London, where he is shown unloading and processing vintage garments. He says his evening tasks can include measuring and steaming clothes, recording details in a spreadsheet, separating garments for styling projects or future collections, and uploading items to Bythepeace’s website.
Lyall says he posts new pieces at about 9 p.m., when he believes customers may be browsing. “People are especially active through the night, so that’s when I can take advantage and get ahead of the game,” he says in the Hypebeast feature. That is Lyall’s account of his customers’ habits; the report does not provide sales or web-traffic data to measure the effect of posting at that time.
The campaign shows Lyall wearing two shoes from UGG’s Birch range. Hypebeast describes the Birch Hiker as a low-top silhouette originating in the 1999 Birch Collection, reworked with durable materials. The Birch Boot is described as having a waterproof outer and a sheepskin liner. UGG’s products are presented as part of the campaign; Lyall’s comments about comfort and versatility reflect his own experience and preferences.
Why Lyall Works After Dark
The feature documents a working routine shaped around the practical demands of running a vintage clothing business: preparing garments, organizing inventory, and maintaining an online shop. For readers interested in independent retail, Lyall’s description offers a specific example of how a seller schedules product uploads around the browsing patterns he observes among his customers.
That account is not supported by published analytics in the report, so it should not be read as evidence that evening uploads reliably increase sales or visibility. The campaign’s other clear function is commercial: it connects Lyall’s workday and personal style to UGG’s Fall 2026 footwear, with the shoes featured throughout the visuals.
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From Brother’s Room to Bythepeace
Lyall says he began working at night about six years ago, when he was working from his brother’s room and trying to keep his business moving. In the Hypebeast interview, he describes returning to that time of day as a reminder of why he started and of the need to keep persevering. The report does not give a precise founding date for Bythepeace or further details about the boutique’s scale.
The evening routine in the campaign extends beyond stock preparation. Lyall says he uses the night to get work underway, then slows down at home to clear his mind and make room for ideas. The feature pairs that account with UGG’s seasonal collection and styling images; it is a branded campaign rather than an independent review of the footwear.
“Six years ago, I was working from my brother’s room at night, staying motivated to get things done. Now, this time of day is a reminder to keep pushing and persevering.”
— Joel Lyall, speaking to Hypebeast
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What the Campaign Does Not Measure
The report does not state how many customers visit Bythepeace at night, whether the 9 p.m. uploads produce more sales, or how Lyall’s routine compares with other posting times. His comments about customer activity are his own observations, not independently reported audience data.
It also does not provide prices, a full product specification, or availability by size for the Birch Boot and Birch Hiker. The article says the shoes are available online and at UGG Knightsbridge, but does not identify stock levels or whether availability varies by location.
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Where to Find the Fall 2026 Shoes
According to the Hypebeast report, the Birch Boot and Birch Hiker can be purchased through UGG’s online store and at its Knightsbridge location in London. Readers seeking current stock, pricing, or product details will need to check UGG’s sales listings or contact the store, as those details are not specified in the report.
Hypebeast also directs readers to the full campaign in its accompanying image galleries. No further campaign schedule, additional product releases, or follow-up reporting on Lyall’s business results is announced in the source material.
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Key Questions
What is the news about Joel Lyall?
Hypebeast has published an UGG campaign profiling Lyall’s evening routine as he prepares and lists vintage clothing for Bythepeace.
Why does Lyall work in the evening?
Lyall says evening work helps him keep up with stock preparation and post items when he believes customers may be browsing. The report does not include data measuring whether that timing increases sales.
Which UGG shoes appear in the campaign?
The campaign features the Birch Hiker and Birch Boot from UGG’s Fall 2026 collection.
Where are the Birch shoes available?
The Hypebeast report says they are available online and at UGG’s Knightsbridge store in London. It does not specify prices or current stock levels.
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