Legally, they can’t be called ‘uggs’ outside of Australia – but the name will stick regardless
News Alexandra Sherlock News Alexandra Sherlock

Legally, they can’t be called ‘uggs’ outside of Australia – but the name will stick regardless

While environmental sustainability is becoming a priority for brands and the media, cultural sustainability often takes a back seat. In this article for The Conversation AU/NZ, Alexandra Sherlock discusses the ongoing battle between Deckers Brands and Australian manufacturers over the right to use ‘ugg’ to sell quintessentially Australian sheepskin boots outside Australia.

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If the shoe fits:
FootweaR, Identity & Transition

The Footwear Research Network is an outcome of the ESRC-funded research project If the Shoe Fits: Footwear Identity and Transition at the University of Sheffield (2010-2013). Learn more about the project and research outputs here.