Ruqayyah Snyder
The UGG brand is no longer Australian-owned, nor are its products made in Australia. The brand was founded in California in 1978 by Australian surfer Brian Smith, who trademarked the name in the US in the 1980s. Deckers Outdoor Corporation, which bought the rights from Smith, now manufactures UGG products mostly in countries throughout Asia, such as China, Vietnam, and the Philippines. In Australia, several companies, including UGG Since 1974, continue to handcraft sheepskin ugg boots using local materials and labour. However, due to the legal battle with Deckers over the UGG trademark, these companies cannot use the UGG identifier outside of Australia and are restricted to selling their products within the Australian market or via their Australian websites.
| Characteristics | Values |
|---|---|
| UGG® brand ownership | Deckers Outdoor Corporation |
| UGG® brand country of manufacture | Mostly mass-produced in Asia, including China, Vietnam, and the Philippines |
| "UGG" trademark ownership | Deckers Brands |
| "UGG" trademark registration year | 1995 |
| "UGG Since 1974" trademark registration country | Australia |
| "UGG Since 1974" trademark owner | Todd Watts, grandson of founders Arthur and Faye Springthorpe |
| "UGG Since 1974" trademark owner's decision to rebrand outside Australia | To avoid legal issues with the "UGG" trademark owned by Deckers |
| New name of "UGG Since 1974" outside Australia and New Zealand | "Since 74" |
| Country of manufacture for "UGG Since 1974" boots | Australia |
| "UGG" trademark controversy | Claiming global trademark rights over a term ("UGG") that was already generic in its country of origin (Australia) |
| UGG boots as an Australian icon | Recognized internationally |
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What You'll Learn
- UGG Since 1974 is a trademarked Australian company, based in Australia
- The UGG® brand is neither Australian-owned nor Australian-made
- Deckers Outdoor Corporation lost their rights in Australia to protect the word UGG for themselves
- Deckers has stopped Australian companies from selling UGGs worldwide
- The UGG store uses two Chinese tanneries to supply the sheepskin
UGG Since 1974 is a trademarked Australian company, based in Australia
UGG Since 1974 is a trademarked Australian company based in Australia. It is a third-generation, family-owned business specialising in manufacturing exclusive, premium Australian-made ugg sheepskin boots. The company was founded by Arthur and Faye, and is now run by their grandson, Todd.
The UGG Since 1974 trademark is registered in Australia, and all of its boots are sold under this mark. The company has no affiliation with the UGG brand owned by Deckers Outdoor Corporation, which is neither Australian-owned nor Australian-made. UGG Since 1974 has no relationship or connection with Deckers Outdoor Corporation.
The term "ugg" is a generic term in Australia for sheepskin boots, which have become an internationally recognised Australian icon. The phrase "ugg boots" conjures up ideas of Australian-made sheepskin boots, rather than a singular brand. However, the US company Deckers Outdoor Corporation trademarked the term "UGG" in more than 130 countries, including the US and Europe, effectively taking the right to use the "ugg" term from Australian manufacturers.
UGG Since 1974 has been forced to rebrand as "Since 74" for customers outside of Australia and New Zealand, as it is not allowed to use the trademarked term "UGG" in these territories. The company continues to handcraft boots in Australia using local materials and labour, upholding a tradition that has existed for decades.
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The UGG® brand is neither Australian-owned nor Australian-made
The phrase "ugg" or "ugg boots" is considered a generic term in Australia, conjuring ideas of Australian-made sheepskin boots rather than a singular brand. The Australian legal system agreed with this interpretation, deciding that no single company could own the rights to the term "UGG." Despite this, the Deckers Outdoor Corporation trademarked the term as "UGG Australia" in 1995, later dropping "Australia" from the name. Deckers has aggressively pursued legal action against Australian manufacturers who attempt to use the term "ugg" when selling overseas, arguing that Americans recognize "ugg" solely as a brand name.
Deckers' actions have sparked significant backlash, with social media users boycotting the company in favor of Australian makers. The controversy highlights the tension between intellectual property rights and cultural sustainability, as Deckers attempts to monopolize a term deeply embedded in Australian culture. While Deckers has won the legal right to the "ugg" name, Australian manufacturers continue to defend their cultural legitimacy by maintaining local production and connections to the product's heritage.
UGG Since 1974™, represented by Todd Watts (Arthur and Faye's grandson), has rebranded as "Since 74" outside of Australia to comply with legal requirements while preserving authenticity. The company continues to handcraft boots in Australia using local materials and labor, upholding a tradition that predates Deckers' involvement. Despite the restrictions on using the "UGG" identifier outside of Australia, the use of "ugg" as a generic name is expected to persist.
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Deckers Outdoor Corporation lost their rights in Australia to protect the word UGG for themselves
In Australia, "ugg" is considered a generic term for sheepskin boots rather than a brand name. The term "ugg" was added to the Macquarie Dictionary in 1981 as a generic term for sheepskin boots. The boots are an internationally recognised Australian icon, and the style is thought to have first become popular in the 1950s and 1960s among surfers, who wore them to keep their feet warm on the way to the beach.
In the 1970s, Australian entrepreneur Brian Smith took the style to California and registered the name as a brand in the United States. He sold the company to Deckers in 1995, and they trademarked it as "UGG Australia". Deckers has since dropped the "Australia" and now owns the UGG trademark in more than 130 countries.
Deckers' aggressive defence of their trademark has sparked significant backlash, particularly in Australia, where the term "ugg" is deeply embedded in the culture. Deckers has taken legal action against smaller Australian brands that attempt to use the term "ugg" when selling overseas, arguing that Americans only recognise "ugg" as a brand name.
In Australia, the legal system has decided that "ugg" is a generic term and cannot be owned by a single company. This means that Deckers Outdoor Corporation lost their rights in Australia to protect the word UGG for themselves. Australian manufacturers can continue to sell ugg boots within Australia, but they cannot use the "UGG" identifier in other markets.
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Deckers has stopped Australian companies from selling UGGs worldwide
The term "'ugg'" is a generic term in Australia, used to describe sheepskin boots lined with fleece. Initially favoured by surfers in the 1950s and 1960s to keep their feet warm after surfing, ugg boots have since become a global fashion staple. In Australia, "ugg" is more a generic term for a style of sheepskin shoe than a brand name. However, in the late 1970s, Australian entrepreneur Brian Smith took the style to California and registered the name as a brand in the United States. Deckers later bought the rights from Smith and trademarked it as "UGG Australia" in 1995, dropping the "Australia" soon after.
Deckers Outdoor Corporation, a US-based company, now owns the UGG trademark in more than 100 markets, including the US and Europe. Notably, Deckers does not own the trademark in Australia and New Zealand, where "ugg" is recognised as a generic term. This means that while Australian manufacturers can continue to sell ugg boots in their home country, they are barred from describing and selling ugg boots as "uggs" overseas. As a result, Australian companies have been locked out of using the "UGG" identifier in other markets and are unable to sell their products outside of Australia and New Zealand.
Deckers' aggressive defence of the UGG trademark has sparked significant backlash, with many social media users boycotting the brand in favour of Australian makers. The controversy highlights the tension between intellectual property rights and cultural sustainability, as Deckers is claiming global trademark rights over a term that was already generic in its country of origin. This has led some to question whether the rights should have been granted in the first place.
Deckers' actions have directly impacted Australian businesses, stifling their marketing opportunities and ability to sell worldwide. For example, in 2016, Sydney-based small business Australian Leather was hit with legal action from Deckers after selling 12 pairs of ugg boots online to US customers. Owner Eddie Oygur was ordered to pay over $3 million in penalties and legal costs, and Deckers also called for all of Australian Leather's ugg boot stock to be delivered and destroyed. Additionally, UGG Since 1974, an iconic third-generation family business in Australia, was forced to rebrand as "Since 74" for customers outside of Australia due to Deckers' trademark ownership.
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The UGG store uses two Chinese tanneries to supply the sheepskin
The UGG brand is primarily known for its sheepskin boots. The company was founded in California in 1978 by Australian surfer Brian Smith and Doug Jensen. Smith and Jensen first applied to be the United States distributors for the Western Australian sheepskin boot manufacturer Country Leather. However, they were unhappy with the brand and decided to trademark UGG.
UGG is an American fashion company that is neither Australian-owned nor Australian-made. Its products are mass-produced in Asian countries like China, Vietnam, and the Philippines. The UGG store uses two Chinese tanneries to supply the sheepskin. These tanneries, in turn, source raw skins from Australia and the United Kingdom. While UGG has faced criticism for its use of animal skin, it has responded by improving animal welfare and phasing out certain materials, such as alpaca wool.
The term "ugg boots" has its origins in Australia, where it initially referred to utilitarian footwear worn for warmth. Over time, it became a generic term for sheepskin boots in Australia. In 1971, Shane Steadman registered the trademark "UGH-BOOT" in Australia, and in 1982, he obtained the "UGH" trademark. These registrations were valid until they were removed for non-use in 2006. Steadman sold his UGH brand boots in Australia throughout the 1970s and 1980s.
In the late 1970s, Brian Smith brought the style to California, and in 1978, he registered the name as a brand in the United States. Deckers later bought the rights from Smith and trademarked it as "UGG Australia" in 1995. The company has since dropped "Australia" from its name and has pursued legal action against Australian manufacturers using the term "ugg" when selling overseas.
Despite the legal challenges, Australian manufacturers continue to defend their cultural legitimacy and connection to the product's heritage. Companies like UGG Since 1974 handcraft boots in Australia using local materials and labour, maintaining a tradition that existed before Deckers' involvement. While Deckers has the legal right to the "ugg" name outside Australia, the generic use of the term is likely to persist.
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Frequently asked questions
UGGs are no longer made in Australia. The UGG® brand is neither Australian-owned nor Australian-made, and their products are mostly mass-produced in countries throughout Asia, such as China, Vietnam and the Philippines.
UGG stopped being made in Australia in 1978 when Australian surfer Brian Smith founded the company in California.
UGGs stopped being made in Australia because Brian Smith was unhappy with the brand and wanted to trademark UGG.
Yes, UGG Since 1974 is a trademarked Australian company that is based in Australia. They have no connection with any other UGG company.
Deckers Outdoor Corporation owns the rights to the UGG trademark and has prevented Australian manufacturers from using the term "UGG" when selling overseas.
