Stephanie Larkin asked:


The history of Ugg Shoes-Australia correlates with the long tradition of the Australian people depending on heavy duty sheepskin boots for their farming and rugged outdoor activities. For 200 years, Australians referred to their 100% merino sheepskin boots as “ugs”, short for “ugly.” By the early 1970’s, several sheepskin boot manufacturing plants had been constructed around the Australian city of Perth.

Located near this city were popular surfing beaches, where surfers adapted the Ugg boots for year-round use. The insulating properties of fleece kept feet warm in winter, and in summer, it absorbed perspiration. With a cozy feel and form-fitting style, Uggs provided sock-like comfort while walking over rough or slippery terrain. Gradually, Uggs reached from the West Coast to the surfing communities of Australia’s East Coast, and then were carried into skiing communities by surfers who enjoyed both sports. When Brian Smith, a native Australian surfer visited the U.S in the late 1970’s, he brought Uggs with him.

After realizing the popularity of Uggs within the California surfing community, he decided to develop and market the sheepskin footwear. His conceptual idea came to fruition in 1978. Mr. Smith obtained a trademark for the term Ugg-and it is believed that he also obtained variations on the spelling-such as Ug and Ugh.

In 1995, Mr. Smith sold all rights of Ugg Holding to a Californian company by the name of Deckers Outdoor Corporation. Upon the purchase, Deckers acquired the Ugg trademark name for 24 countries and began utilizing the name of Ugg-Australia. However, the production of the sheepskin boots was transferred to China in a move to lower production costs.

Within a few years, the Ugg Shoes-Australia product line included a couple of boot styles and four models of slippers, as well as a few casual shoes. The concurrent marketing and advertising campaigns undertaken by Deckers positioned Ugg footwear as luxury items, and, as such, international celebrities were soon seen in them. When the rich and famous began donning Ugg sheepskin boots, worldwide sales were ignited. Nordstrom became a supplier for Ugg Shoes-Australia, supported by high-end fashion magazines. In 2000, Ugg’s Ultra boots were sent to television talk show host Oprah Winfrey, who purchased 350 pairs to for employees. She later focused shows around the Ugg Classic and Uptown boots, and her efforts and endorsements brought introduced the Ugg name to Middle America. Thus began an increased sales trend. Ugg Shoes-Australia received an award from Footwear News in 2003 as “Brand of the Year”, and became noticeable at designer fashion shows in major cosmopolitan fashion centers.

The boot that could have once been considered dowdy due to its bulk and shape is now viewed as sexy and fashionable. Uggs are no longer just a household name in Australia, but across the globe, and sales have tripled within the last two years. With some styles costing over $444 or 300 Euros a pair, Uggs appeals to those who wish to be known for their financial success and recognition of high quality and workmanship.

Unfortunately, some groups feel that the name Ugg should not be considered a brand name, but simply a generic term representing a boot, just as the words sneaker or trainer refer to an athletic or tennis shoe. This is currently the basis for some debate between Decker and other providers of sheepskin boots. The Australian sheepskin trade claims to have lost $20 million as a result of not being allowed to use the generic word Ugg in their media or internet advertising.

In fact, one group, the Sheepskin Association, enlisted a campaign termed “Save our Aussie icon” in its pursuit of having the trademark cancelled. It may be difficult. Even the Macquarie dictionary, which sets standards for Australian English, uses the trademark that Deckers acquired, in its definition of Ugg. By now, many lovers of Ugg boots equate the term with Ugg Shoes-Australia or Deckers, as well as the warm and comfortable features offered in their production. Unfortunately, similar footwear, knockoff styles and fake Uggs are becoming more numerous.

Yet it seems that the buying public is more concerned about the availability and selection of additional, authentic Ugg-Australia products. Since early 2007, Ugg’s share price has increased ten times, and it is estimated that 2008 sales will exceed $45 million. This is based on Ugg-Australia’s announcement that it will expand into a line of handbags as well as other leather goods. There is even speculation that Uggs may add a line of warm-weather styles, which will certainly cement Ugg Shoes-Australia’s position as one of the leaders in fashion footwear.

David Malan asked:


They’ve been firm favourites amongst Australians and more recently the world, but popularity for classic style sheepskin mens and womens ugg boots has grown so quickly in recent times that shoe suppliers are struggling to produce them quickly enough.

We’ve heard of shortages in various products before, but who’d have thought that sheepskin ugg boots would be next. As winter sets in down under in Australia, sales of warm luxury ugg boots, shoes and accessories has skyrocketed. Recent global demand for sheepskin uggys has caused many Australian suppliers to export ugg boots abroad, resulting in shortages in the Australian market.

“The demand for women’s, men’s and children’s sheepskin ugg boots has been amazing, far in excess of our expectations” says Dana Beament, owner of Western Australian-based ugg boots supplier Uggys. “People are buying ugg boots so quickly that we are struggling to get stock to keep up with the orders. At the moment we are taking back orders and people are still prepared to wait up to three weeks for their genuine Australian uggys sheepskin ugg boots”.

Unlike so many shoe fashion trends that come and go, the popularity of classic-style genuine ugg boots made in Australia has surged with every passing season. “Summer was tremendous” says Beament, “but now that cool winter weather has set in here in Australia we just can’t keep up.”

Global demand for Australian ugg boots and ugg-style sheepskin shoes began as a celebrity-driven fashion statement in the late nineties, causing people around the world to follow suit. However as more and more men, women and children got used to the warmth and comfort of sheepskin wool-lined boots, bought them for friends and family, and sought out second and third pairs for themselves, the popularity and demand for these long-time classic Aussie sheepskin favourites has snowballed into the competitive global industry that it is today.

So what can you do if you find yourself unable to get hold of a pair of classic sheepskin ugg boots? “Buy online from Australian online retailers such as uggys ” is Beament’s suggestion. “That way you can find your perfect ugg boot, and if it’s not currently in stock you can back order it. Shopping online for your uggs also ensures that you can choose from a wide variety of options for women, men children and even babies, and get a pair in your favourite style and colour.”

“And get in there quick, the longer you wait this winter the harder genuine Australian ugg boots will be to find.”