UGG vs Uggs Since 1974 and the Global Fight Over a ‘Generic’ Boot Name

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…