Legally, they can’t be called ‘uggs’ outside of Australia – but the name will stick regardless
Australian Uggs - Image: Alexandra Sherlock 2025
In this article for The Conversation AU/NZ, Footwear Research Network founder Alexandra Sherlock discusses the ongoing battle between Deckers Brands and Australian manufacturers over the right to use ‘ugg’ to sell quintessentially Australian sheepskin boots.
“The controversy highlights a growing tension between intellectual property rights and cultural sustainability. While environmental sustainability is becoming a priority for brands and the media, cultural sustainability – which includes preserving heritage, cultural diversity and local practices – often takes a back seat.”