'Ugg Australia' or 'Ugg Boots Made in Australia'

We are proud to sell Australian Made ugg boots – otherwise known as uggs - to customers across the country. But did you know that Australia and New Zealand are two of very few places that can freely use the term ‘uggs’? Let us explain. Surfers were among the first to wear ugg boots in the 1950s and 1960s to keep their feet warm after surfing. The origins of the term 'ugg' are deeply rooted in Australian culture, and the ugg story involves decades of evolution, from generic sheepskin boots to a global brand.

Back in 2004, Californian-based company “Deckers Outdoor Corporation” (now Deckers Brands), who owns Ugg Australia, threatened to take legal action against a number of Australian sheepskin manufacturers over their use of the term “ugg”. The ownership of the Ugg trademark by Deckers Brands has been central to the legal dispute, as they emphasize their exclusive rights and control over the brand. These threats were based on a number of Australian owned companies using the generic terms “ug”, “ugh” and “ugg” to promote genuine Australian made sheepskin products. Ugg boots were popularised by surfers in California in the 1970s, which added to the brand’s global appeal. The differences between Ugg Australia and Australian-made ugg boots, including branding, quality, and legal status, have been a major source of consumer confusion.

You’re probably sitting here thinking, “what gave Deckers the right to do that?”

Well, Deckers owns the company Ugg Australia and claimed to own the ugg trademark (which they have trademarked in the US), as well as “ugh” and “ugh boots” which were unused trademarks the company purchased in Australia in the late nineties. The importance of ownership in this context cannot be overstated, as it underpins Deckers' legal actions and market position. The legal dispute also included the notable 'Smith' trademark case, which highlighted the complexities of brand protection and enforcement. Based on these claims, Deckers had their lawyers send out these threats to just about every sheepskin manufacturer in Australia. There are clear differences between Ugg Australia and authentic Australian-made ugg boots, not only in terms of manufacturing location but also in branding and legal recognition.

Despite the ‘Ugg Australia’ branding, Deckers’ uggs and slippers aren’t actually made here in Australia. Instead, they’re mass produced in China and exported to hundreds of countries worldwide. As opposed to Australian made and sheepskin products which we sell, along with other retailers around the country. The logo is a key factor in distinguishing between brands; for example, the removal of 'Australia' from the logo by Deckers has led to questions about authenticity and has influenced consumer perceptions. Many consumers are unaware of these differences, and the presence of fake ugg boots in the market further complicates the issue.

The origin of ugg boots can be traced back to Australian surfer culture, and they were introduced to California in the 1970s, where they gained popularity. The origins of the brand and the differences in regional development are central to the ugg story, helping to clarify the heritage and authenticity of Australian-made ugg boots.

But that branding is what Deckers built their case on. They claimed to have spent millions of dollars in marketing the term “ugg” and these Australian manufacturers and retailers were misleading consumers by calling uggs… err, uggs. However, when asked if Australian manufacturers are affiliated with Deckers, the answer is a resounding no—they are not the same company, despite the similar branding. This distinction is important for consumers seeking genuine Australian-made products.

Introduction to Sheepskin Boots

Sheepskin boots, commonly referred to as ugg boots, have been a staple in Australian culture for decades. The term “ugg” is a generic term in Australia and New Zealand, used to describe sheepskin boots lined with fleece. Initially favored by surfers in the 1950s and 1960s to keep their feet warm after hitting the waves, ugg boots have since evolved into a global fashion staple. Known for their comfort and distinctive style, these boots are cherished worldwide. Australian manufacturers, including numerous small local producers, have been handcrafting high-quality sheepskin boots for years, using traditional methods and materials that ensure both durability and comfort. Many Australian companies handcraft boots using time-honored techniques, emphasizing their commitment to artisanal craftsmanship. These manufacturers maintain high standards of quality and authenticity, setting their products apart from mass-produced alternatives. Local production plays a crucial role in preserving the authenticity of these boots and supporting small businesses across Australia. The use of premium Australian wool in these boots further enhances their comfort, durability, and genuine appeal.

History of the Brand

The history of the UGG brand is complex and often misunderstood. Deckers Outdoor Corporation, a US-based company, acquired the UGG brand in the mid-1990s and trademarked “Ugg Australia” in many countries, including the United States. However, the term “ugg” has been used generically in Australia for decades to describe sheepskin boots. Many Australian manufacturers have been producing high-quality sheepskin boots since the 1970s and have no affiliation with Deckers Outdoor Corporation. These companies take pride in its Australian heritage and the quality of its products, which are crafted from real sheepskin and made in Australia.

Ugg Boots Made in Australia

For the next two years, the Australian Sheepskin Association (ASA) searched high and low for evidence that “ugg” is a generic term down under. And they found plenty, with some evidence even dating back to World War 1. Thousands of references were found in newspapers, magazines and telephone directories in Australia, U.S and the UK. Many manufacturers who have been in the industry for over 50 years said that sheepskin boots had always been referred to as ugg boots with different spellings. The Australian Sheepskin Association provided evidence in court to declare 'ugg' as a generic term in Australia. It's an easy mistake for consumers to confuse the different ugg brands.

The evidence was taken to court in 2005, when Uggs-N-Rugs, members of the Australian Sheepskin Association, had a hearing with the Australian Trademarks Office (IP Australia) where their Trademark Attorney and Barrister presented the evidence and their case to have Deckers trademark for “ugh-boots” removed from the Register.

It was a success.

Within two and a half months the Trademark Office declared the terms “ugg boots”, “ug boots” and “ugh boots” as generic and could be used by anyone in Australia to refer to sheepskin boots, and that the trademark “ugh-boots” be removed from the Register.

Design and Quality

Ugg boots are known for their comfort and durability, making them a popular choice among consumers. Owning a pair of ugg boots provides lasting comfort and warmth, which many users appreciate for everyday wear. The design and quality of ugg boots can vary depending on the manufacturer. Ugg Australia, owned by Deckers Outdoor Corporation, offers a wide range of styles and designs, including classic boots, slippers, and sandals, with chestnut being one of the most popular colors available. Australian manufacturers mainly focus on traditional designs and high-quality materials, ensuring that their boots are both comfortable and long-lasting. The main difference between Ugg Australia and Australian manufacturers is the level of quality and authenticity, with Australian manufacturers prioritising traditional methods and materials.

Market Presence

The market presence of ugg boots is significant, with Ugg Australia being a globally recognized brand. Deckers Outdoor Corporation has spent millions on marketing and advertising, making Ugg Australia a household name. Ugg Australia has also expanded its presence in Asia, where the brand has gained strong recognition and continues to grow across various Asian countries. In recent years, Ugg Australia and Australian manufacturers have experienced notable sales growth, driven by increased popularity and effective marketing strategies. However, Australian manufacturers have a limited market presence, primarily in Australia and select international markets. This is partly due to trademark restrictions, which prevent them from marketing their products as ‘ugg’ outside of Australia. Despite this, Australian manufacturers are proud of their products and take pride in their Australian heritage, offering high-quality, authentic sheepskin boots to consumers.

Ethical Considerations and Sustainability

The production of ugg boots raises ethical considerations and sustainability concerns. Deckers Outdoor Corporation has faced criticism for its mass production methods and use of materials. In contrast, local manufacturers prioritise sustainability and ethical practices, using high-quality materials and traditional methods to craft their boots. Authentic Australian-made ugg boots are often sold directly to consumers through official channels, ensuring product authenticity and supporting ethical practices. However, the ethical and environmental practices of Australian Ugg manufacturers vary significantly due to the decentralised nature of the industry. Consumers who prioritise sustainability and authenticity may prefer to purchase ugg boots from Australian manufacturers, who offer a more transparent and responsible production process.