Trademark regulator IP Australia has removed the Ugg boot from the Australian register of trademarks, allowinh Australian Manufacturers to use that generic name and rejecting an application by giant US shoe corporation Deckers to prevent local companies using it or any variation of the name.
This decision ends a three-year battle over the Ugg name, which began as an icon of the Australian surfing culture in 1960s but later developed into a fashion item. Australian Ugg boot manufacturers were outraged at the hijacking of a shoe synonymous with their country, heralded the win as a moral victory for Australians. In 1978 Australian surfer Brian Smith set up Ugg Holdings Inc. in the US and registered the Ugg trademark in 25 countries. He later sold out to Deckers in 1995.