The UGG lawsuit mainly refers to a long-running trademark dispute involving Deckers Outdoor Corporation, the American owner of the UGG brand, and several Australian manufacturers of traditional sheepskin boots referred to as “ugg” boots. The dispute centers on the use and ownership rights of the term “ugg,” which in Australia is a generic term for a style of sheepskin boot but has been trademarked by Deckers for international markets.
Background of the UGG Lawsuit
UGG boots originated in Australia and New Zealand and have been part of local culture for decades. In the late 20th century, Deckers acquired the UGG trademark for use especially in the United States and other countries outside Australia. Australian manufacturers argued that “ugg” is a generic term describing a specific type of boot and should not be subject to exclusive trademark rights. This has led to multiple legal actions around the globe to determine rights to use “UGG” on footwear.
Details of the UGG Lawsuit Allegations or Claims
Australian companies such as UGG Since 1974, Australian Leather, and Emu Australia filed opposition and cancellation petitions against Deckers’ trademark claims, arguing that the term “ugg” is generic in Australian markets and that Deckers’ trademark claims were made through deceptive practices or are overly broad. Deckers countersued for trademark infringement, unfair competition, and cybersquatting violations against companies using the term ‘ugg’ in their branding or domain names.
In 2024 and 2025, ongoing litigation led some Australian firms to rebrand to avoid infringement suits. For example, “UGG Since 1974” rebranded as “Since 74” for sales outside Australia and New Zealand due to trademark conflicts with Deckers.
Legal Claims and Relevant Laws Involved
The lawsuits involve trademark law, unfair competition law, and consumer protection statutes in multiple jurisdictions. Key legal issues focus on determining trademark validity, genericness of the term, and trademark enforcement scope. The U.S. and international courts have mostly upheld Deckers’ trademarks outside Australia, while Australian courts recognize “ugg” as generic in the local market.
Health, Financial, Social, or Industry Impacts
The legal battles have significant financial implications for smaller Australian manufacturers unable to challenge large multinational corporations effectively, often leading to costly rebranding or market withdrawal. Socially, the dispute touches on cultural heritage and the rights of indigenous and traditional producers. The industry sees increased emphasis on securing trademark rights internationally and the complexities of protecting cultural product names globally.
Current Status and Recent Developments
As of 2025, Deckers continues to enforce its UGG trademark in major markets through ongoing litigation and settlements. Australian firms have largely adapted by rebranding or limiting the use of “ugg” internationally. Courts, including U.S. federal courts and trademark offices worldwide, maintain the status quo recognizing Deckers’ trademark rights outside Australia. The dispute has generated extensive media and legal commentary on global trademark policies.
Consumer Advice
Consumers should be aware that “UGG” branded boots sold internationally by Deckers are trademarked products, distinct from generic “ugg” boots made and sold in Australia. When purchasing sheepskin boots, understanding the brand origin and trademark status helps ensure product authenticity. Supporting traditional Australian manufacturers is also possible through awareness of regional product distinctions.
Conclusion
The UGG lawsuit exemplifies complex global trademark conflicts involving cultural heritage, brand protection, and international commerce. It highlights the challenges small traditional producers face in protecting generic product names as trademarks expand worldwide. The ongoing legal developments will continue to influence brand strategies, international trademark law, and consumer perceptions within the footwear industry.
