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NEW YORK – AUGUST 23: Hailey Baldwin wears UGG boots during the UGG Classic Street event in New York City on August 23, 2016. (Photo by Jamie McCarthy/Getty Images for UGG)
Photo by Jamie McCarthy/Getty Images for UGG
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Photo by Jamie McCarthy/Getty Images for UGG
NEW YORK – AUGUST 23: Hailey Baldwin wears UGG boots during the UGG Classic Street event in New York City on August 23, 2016. (Photo by Jamie McCarthy/Getty Images for UGG)
Photo by Jamie McCarthy/Getty Images for UGG
Uh uh. The word itself conjures up images of the smell of pumpkin spice lattes, the sound of rustling leaves, the feel of a fall breeze.
But the word ugg has also become the focus of an international trademark dispute between Australian businessman Eddie Oygur and Deckers Outdoor Corporation, owner of the Ugg brand. Because to Australians, “ugg” is more than just a brand of boots. It’s a regular footwear, just like a cowboy boot or flip-flops. When Deckers took Eddie to court for trademark infringement after he sold 12 pairs of boots online to American customers, Eddie decided to fight back.
It tells the story of how Ugg went from being an obscure niche brand in the world of footwear to becoming an icon of grassroots culture, how everyday language is treated as private property in this system, and how there are forces that threaten every existing trademark.
This episode was produced by Willa Rubin and mastered by Debbie Daughtry. Edited by Jess Jiang.
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