You're scrolling through TikTok or Instagram and see someone ranting about how their "real" UGG boots aren't actually Australian. They show the tag—"Made in China" or "Made in Vietnam"—and suddenly everyone in the comments is losing their minds. "We’ve been lied to!" "They aren't even from Australia!"
The confusion is real.
Honestly, the UGG v UGG Australia saga is one of the most convoluted legal messes in fashion history. It’s a story about a surfer, a multi-billion-dollar corporation, and a word that means one thing in Sydney and something completely different in New York. If you’ve ever wondered why some boots say "UGG Australia" while others just say "UGG," or why Australian makers keep getting sued for using their own language, you’re in the right place.
The Australian Origin vs. The American Brand
First, let's kill the biggest myth. UGG is not just a brand name.
📖 Related: 33000 yen to dollars: What You'll Actually Get After Fees and Inflation
In Australia, the word "ugg" is a generic term. It’s like saying "sneaker" or "sandal." Australians have been wearing sheepskin boots they called "uggs" since at least the 1950s. Surfers used them to warm up their feet after coming out of the cold Pacific water. Sheep shearers wore them because they were practical.
Then came Brian Smith.
In 1978, Smith, an Australian surfer, took a suitcase full of these sheepskin boots to Southern California. He realized Americans had never seen anything like them. He founded a company called UGG Imports and eventually trademarked the name "UGG" in the United States.
Where Deckers Comes In
By 1995, Smith sold his business to Deckers Outdoor Corporation, a giant footwear company based in Goleta, California. Deckers didn't just buy a boot company; they bought a legal goldmine. They spent the next few decades registering the trademark "UGG" in over 130 countries.
This is where the "UGG Australia" tag comes from. For years, the Deckers-owned brand used "UGG Australia" as its primary logo. It was a marketing masterstroke. It made everyone think the boots were still being handmade in a shed in the Outback, even as production moved to factories in Asia to keep up with global demand.
In 2015, Deckers started dropping the "Australia" from their branding. Now, most of their boots just say UGG. Why the change? Likely to avoid legal headaches regarding "country of origin" labeling laws. If you call yourself "UGG Australia" but your boots are made in Vietnam, regulators start asking questions.
The "Ugg-ly" Legal Battles
While Deckers was building a global empire, back in Australia, local manufacturers were still making "ugg boots" just like they always had.
📖 Related: 1,000 True Fans: Why Kevin Kelly’s Concept Is Actually Getting Harder (But Better)
They didn't think twice about it. To them, they were just making sheepskin boots. But when these small Aussie businesses tried to sell their boots online to customers in the U.S. or Europe, Deckers’ lawyers were waiting.
The Eddie Oygur Case
The most famous clash is Deckers Outdoor Corp. v. Australian Leather Pty. Ltd. Eddie Oygur, the owner of Australian Leather, became a sort of folk hero in Australia. He sold about a dozen pairs of boots to customers in the U.S. using the term "ugg."
Deckers sued him for trademark infringement.
Oygur fought back. He spent millions of dollars trying to prove that "ugg" is a generic term and should never have been trademarked in the first place. He argued the "Doctrine of Foreign Equivalents," which basically says you can't trademark a word that is generic in another language or culture.
The U.S. courts didn't care.
In 2021, the U.S. Court of Appeals ruled against Oygur. The court's logic? To an American consumer, "UGG" isn't a category of shoe—it's a specific brand. Because 98% of Americans in surveys identified UGG as a brand name, the trademark held. Oygur was ordered to pay millions in damages, a move that nearly bankrupted his family business.
The Rebranding of "Since 1974"
Even more recently, in early 2025, another iconic brand fell victim to the trademark wars. UGG Since 1974, a Gold Coast-based company that actually hand-makes every pair in Australia, announced they had to rebrand.
When shipping outside of Australia and New Zealand, they now have to call themselves simply "Since 74." It’s a bizarre reality. A company that has been making boots in Australia for fifty years can’t use the word "ugg" to describe its product to an American customer, but an American company that makes boots in China can.
How to Tell What You're Buying
If you’re shopping for boots, you basically have two paths.
💡 You might also like: Dominican Peso to US Dollar: Why the Rates You See Online Might Be Wrong
- The "Big UGG" (Deckers): This is the brand you see in Nordstrom, on Oprah’s Favorite Things, and on every celebrity. They are high-quality, they have the big "G" in the middle of the logo, and they are usually made in China, Vietnam, or the Philippines. They own the trademark.
- The "Aussie Uggs": These are various independent brands like UGG Since 1974 (Since 74), Australian Leather, or Emu Australia. If you buy these, you’re usually getting boots actually made in Australia from Australian sheepskin.
Why People Get Confused
The logos look remarkably similar. Because "ugg" is generic in Australia, many different companies use the word in their logo. You might see:
- UGG
- UGG Australia (the old Deckers logo)
- Original UGG Australia
- UGG Since 1974
If the logo has a large "G" in the middle, it’s the American-owned Deckers brand. If the font is different or it has a map of Australia on it, it’s likely one of the independent manufacturers.
Quality and Materials: Is There a Difference?
Kinda. But it’s not as simple as "one is better."
Deckers (the American UGG) uses Grade-A Twinface sheepskin. They have massive quality control. Their boots are consistent, stylish, and durable. They’ve also expanded into sneakers, apparel, and home decor.
The Australian-made brands often use "A-Grade" sheepskin too, but because they are smaller, the boots can feel more "artisanal." Some people swear by the Australian-made versions, claiming the sheepskin is thicker and the soles are more robust. Others prefer the fashion-forward designs of the American brand.
One thing is certain: if you want boots actually made in Australia, you have to look closely at the "Made In" tag. The American UGG brand hasn't manufactured in Australia in a very long time.
Actionable Insights for Your Next Purchase
Buying sheepskin boots is an investment. They aren't cheap. Here is how to navigate the UGG v UGG Australia divide without getting ripped off.
- Check the Label: If you want the "status" brand that everyone recognizes, buy the one with the registered trademark symbol (®). If you want an authentic Australian-made product, look for the "Australian Made" kangaroo logo.
- Know the Shipping Rules: If you are in the U.S. and trying to buy from an Australian site, don't be surprised if the word "UGG" is blacked out on the box or the label is different. They have to do this to avoid getting sued by Deckers.
- Price Matters: Real sheepskin is expensive. If you see "uggs" for $40, they are synthetic. Real sheepskin breathes and wicks moisture; synthetic fleece makes your feet sweat and smell.
- Support Who You Want: If you value the heritage and the "little guy," go with the Australian makers. If you want the specific look and comfort of the global brand, stick with Deckers.
The legal war is basically over. Deckers won the right to the name everywhere except Australia and New Zealand. But the cultural war? That's still going strong. Every time someone looks at their "UGG" tag and sees "Made in China," the debate restarts.
Now you know exactly why.
Next Steps for Your Boots
- Identify Your Pair: Look at the heel label on your boots right now. If the middle 'G' is larger than the other letters, you have the American trademarked version.
- Care for the Sheepskin: Regardless of the brand, never put them in the washing machine. Use a specialized sheepskin cleaner and a soft brush to keep the suede from matting.
- Check the Origin: If you are specifically looking for Australian-made, visit the official Australian Made campaign website to find licensed manufacturers who still produce in the country.