By Alexandra Savage
When I was in elementary school, UGG boots were all the rage. I begged my parents for a pair and wore them until the fluffy lining was no longer soft. Despite their decrease in popularity, I still have a pair of the black knitted type hidden in the back of my closet. I firmly believe that we haven’t seen the last of UGGs (an opinion shared by Cosmopolitan), and I’m eagerly awaiting their comeback. In anticipation of their triumphant return, I’ve read up on the fascinating history (UGG-story? Boot-story?) of these iconic shoes. To my shock, the story of UGGs is one of theft, deception and constant trademark lawsuits—far from the innocent tale I had imagined.
In 2003, Oprah Winfrey introduced the world to UGG boots during her holiday special. A USA Today article from the same year details the rapid rise in demand for the shoe, which quickly became a favorite among celebrities such as Kate Winslett and Sandra Bullock. With a sudden boost in popularity and potential for profit, a bitter war ensued between several Australian businesses vying for the ownership of the coveted UGG trademark.
Outside of Australia, the UGG trademark belongs to the Deckers Outdoor Corporation, according to a California district court. Within Australia, however, Deckers has faced a constant string of legal cases in order to keep the trademark. According to Eddie Oygur, the owner of Australian Leather, “This is not just about me; it is about Australia taking back ‘ugg’…The trademark should never have been given in the first place to the U.S.” The term ‘ugg’ does originate from Australia, where it is used as a catch-all term to describe a sheep-skin boot. This begs the question: should the term ‘ugg’ be used as a trademarked term? According to the Australian patent system, which blocked the trademark in the country, the answer is “no.” However, Deckers still owns the trademark in the rest of the world, preventing other brands from selling UGGs outside of Australia.
Despite this tumultuous legal battle, Deckers has been unable to prevent the emergence of an UGG black market. FUGGS, or ‘fake UGGS,’ have popped up all over the country, with a variety of blogs explaining where to find the counterfeit boots. A portion of these FUGGS are manufactured overseas and shipped to the US. In 2009, global customs agents seized 60,000 pairs of fake UGG boots while UGG Australia removed 170,000 fake UGG listings online, proving the existence of an underground ring of FUGG manufacturers.
Despite the surprising controversy of the boots, they still remain my go-to winter shoe. Not only are they comfortable, but the wide array of styles and colors will complement any outfit. Even if they don’t make a true comeback, they’ll always hold a nostalgic place in my heart as the ultimate cold-weather shoe and mid-2000s fashion statement.
