The trademark conflict between the American giant Deckers Outdoor Corporation (owner of the UGG brand) and Australian manufacturers like Uggs Since 1974 is a seminal case in international intellectual property (IP) law. It highlights the friction between local cultural heritage and global commercial legal frameworks. 1. What Happened: UGG vs. Since 1964 In Australia, the term “ugg” (or “ug”, “ugh”) has been used since the early 20th century to describe a specific style of flat soled, sheepskin boot. To Australians, “ugg” is a generic noun, similar to “sneakers” or “sandals.” Because it is a generic term, no single company can own the word “ugg” within Australia; any manufacturer can produce and sell “ugg boots.” However, the global landscape is different. In the late 1970s, Australian surfer Brian Smith brought sheepskin boots to the United States and registered the “UGG” trademark. This trademark was eventually acquired by the American company Deckers…
Outdoor Corporation in 1995. Deckers aggressively expanded the brand globally and registered the “UGG” trademark in over 130 countries. Credit: UGG Men’s Classic Micro Credit: Since 1974 Men’s Charlie Clog The Conflict of Laws The dispute arises from a legal principle called territoriality.
A trademark registered in one country does not automatically grant rights in another, and a term that is generic in one country (Australia) can be a protected brand name in another (the United States).
When Australian manufacturers tried to sell their “ugg boots” to international customers online or in stores, Deckers sued them for trademark infringement. The Turning Point for “Uggs Since 1974” The Australian brand Uggs Since 1974, a third generation family business, found itself in the crosshairs of this global legal battle.
Despite their name reflecting their long history of manufacturing, they were legally barred from using the word “Ugg” when selling to customers outside of Australia and New Zealand…
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