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By 1994, UGG boots Ugg Boots Outlet had grown in status among surfers in California with 80% of sales in southern Orange County where Ugg Holdings saw an increase in sales of 60 percent on the previous season. Smith's UGG boots gained international exposure when they were worn by the U.S. Olympic team in Lillehammer for the 1994 Winter Olympics.[28] Australian manufacturers also saw an increase in exports of sheepskin boots to the United States, although Ugg Holdings retained an estimated 80% market share. By the end of the year, Country Leather had opened its own shop in Redondo Beach to promote an expansion of the brand from its established surf market into mainstream footwear sales and Ugg Holdings began sourcing UGG boots directly from Jackson's Tannery, which had changed its name to EMU Australia.[23][29] In early 1995, Smith promoted the UGG AUSTRALIA brand on the Rush Limbaugh show, which spurred sales while the brand gained further exposure when the San Diego Chargers started wearing them. According to retailers, it was not just the footwear that attracted consumers, but the "made in Australia" tie-in as the boots were a unique product only available from Australia and Australian products were at that time very popular.[23][28] In August 1995, Smith sold Ugg Holdings to Deckers Outdoor Corporation for $14.6 million.[24] In 1996 Deckers registered the various trademarks for "UGG" in the US.[5][30] In 1999, Ruth Davis, vice president of marketing for Deckers Outdoor Corp stated in an interview: "In Australia, there's a lot of sheep, and Ugg is the generic word for sheepskin footwear. We made it a brand name in the [United] States."[31]

In response to these actions by Deckers, some Australian manufacturers formed the Australian Sheepskin Association to fight the Ugg Boots Classic Outlet corporation's claim, arguing that "ugg" is a generic term referring to flat-heeled, pull-on sheepskin boots. One of these manufacturers, Perth's Uggs-N-Rugs, who had been manufacturing ugg boots since 1978 and selling them online since 1996, appealed to Australian trademark regulators.[4] The officer who heard the case stated that the "evidence overwhelmingly supports the proposition that the terms (ugg, ugh and ug boots) are interchangeably used to describe a specific style of sheepskin boot and are the first and most natural way in which to describe these goods." In 2006 Uggs-N-Rugs won the right to use the term UGG BOOT/S and variations such as UGH BOOT/S within Australia.[4] Deckers retained the trademark rights to their UGG logo in Australia as trademark protection only applies to the way the mark appears in its entirety and not the words it contains. IP Australia also ruled that the trademark "UGH-boots" (with hyphen) should be removed from the trademark register for non-use as Deckers had only been using the UGG logo, not the UGH marks.[4][5] This 2006 ruling applies only in Australia and Deckers still owns the trademarks in other jurisdictions such as the US, China, Japan and the European Union

The first trademark application for UGG in the United States was filed by Brian Smith¡¯s company in 1984.[51] In the 1990s, Smith and then Deckers secured additional registrations in the US and other countries.[5][30] In 1999, Deckers began asserting its new trademark and sent out cease and desist letters to Australian manufacturers that were selling sheepskin boots outside of Australia via the internet.[4] By the early 2000s, demand for UGG boots was soaring with Australian and U.S.-based manufacturers selling sheepskin boots over the Internet. There was confusion among consumers between generic ugg boots made in Australia and Deckers' UGG brand boots. Deckers' law firm Middletons of Melbourne began a serious effort to halt the Australian companies' sales[4] by sending cease and desist letters to a number of Australian and US based manufacturers, preventing them from selling sheepskin boots using the UGG trademark on eBay or from using the word in their registered business names or domain names.[45][52] Deckers initiated numerous domain name actions under the UDRP.[53][54]

And, you know, they didn¡¯t feel so bad ¡­ in fact, they felt pretty good ¡­ IN FACT, THEY FELT REALLY BLOODY AMAZING.Almost instantly, a most remarkable transformation started to take place. I began to reversemetamorphose from a stylish, sophisticated social butterfl y into a sluggish, suburban, uggiewearing bogan-moth.

But being the civilised and classy gentleman that I am, I¡¯ve never owned or worn a pair of ugg boots. I¡¯ve always got around in more fashionable footwear: a nice pair of dress shoes, or some quality gym boots, or occasionally, in summer, the odd fl ip-fl op ¡ª but Country Road ones, and I wear them with a smoking jacket whil cheap ugg boots online e I sip on my Pimms and listen to Cole Porter.

To make matters worse, the warm winter of 2011 contributed to disappointing results in the brand¡¯s key selling season. Sheepskin costs also shot up due to a contracting global supply and increased demand. ¡°Partly because the demand for Uggs had been so prolific, they had drove their own costing up,¡± said Erinn Murphy, a vice president and senior research analyst at Piper Jaffray.Ugg suffered a period of serious growth margin contraction and, in 2012, the company reported sliding sales, down 1. Ugg Boots Classic cheap 5 percent to $1.184 billion compared to $1.202 billion in 2011.