you want to trace the history of anything, it is often best to start with its etymology. What are the origins of the word UGG? While some surmise that it is simply a shorter, catchier way to say ugly, there is ample evidence that UGG boots were once called fug boots. Worn by aviators during the First World War, flyboys called them “flying UGG boots,” or “fugs,” for short. When the boys got their feet back on the ground and civilians started following the fashions of their heroes, the boot were known simply as UGGs.
A small company called Blue Mountains UGG Boots began manufacturing the new style in the early 1930s, and by the 1950s there were several makers of UGGs in both Australia and New Zealand. One reason local companies claim they should be able to use the word UGG to promote their brands is that the term appears to be a generic one. Closely related terms like ug, ugh, and UGGhave all been used to describe sheepskin boots made in either Australia or New Zealand since the early 1970s, at the latest.
While the exact origins are in doubt, we do know the name of the man who was responsible for taking UGGs global. In 1979, Brian Smith established UGG Holdings, Inc. in the United States. The former Australian surfer had been using UGGs for years, as they were a popular form of footwear with surfers Down Under.
Soon after Smith sold his company to Deckers Outdoor Corporation in 1995, the boots became a fashion trend. They first appeared on the famous feet of fashionable-conscious celebrities like Kate Hudson and Pamela Anderson, which meant they were also appearing on the covers of countless magazines. Before long, it seemed like every teenage girl in America was wearing them. In the blink of an eye the trend spread to Europe and then around the world. Sales of UGGs went from a respectable $14.5 million in 1995 to an incredible $689 million dollars in 2008, making them more than just a fashion fad. They were a trend.
To answer our original question, Deckers Outdoor Corporation was the American manufacturer that held the trademark to the UGGs name. But in 2006, an Australian regulator agreed with the locals and removed UGG from the register of trademarks. This means that any company that wants to make UGGs-style boots can use the word in their name.
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