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Sheepskin Boot Deathmatch Alert: Ugg vs Emu Trademark Lawsuit

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Yesterday, Deckers, the company that owns Ugg, filed a "trademark infringement lawsuit" against Emu Australia "alleging the Australian-based company mislead customers into believing they are buying an Ugg product," reports the Wall Street Journal. "The outdoor footwear and apparel maker filed the suit in a U.S. District Court in California, and said it is seeking a court order to stop Emu from using its trademarks." In response to the allegations, we received a comment from Emu Australia—fighting back with allegations that Ugg-brand boots aren't even authentically Australian:

The truth is, “Ugg” is a generic word in Australia and there are over 70 registered trademarks in Australia and New Zealand that include the word “Ugg." Emu Australia, a privately owned company, is the authentic sheepskin brand [and] was born, based and own in Australia. EMU’s sheepskin growth produces at levels higher than Deckers and has superior water resistant products—taking shelf space from Ugg daily. EMU Australia found great irony that Deckers, an American company which earns its profit from its UGG® Australia brand, is crying foul about issue of misleading consumers and creating significant brand confusion.

Emu Australia’s Dave Porter says, “The fact that UGG Australia has filed a law suit against a company for misleading consumers makes us laugh down here in Australia. What does the word “Australia” convey to consumers as part of the Ugg® Australia trademark?” He continues to say, “Customers do care about trust and true brand heritage...they are also smart! Eventually the truth about these brands that try to leverage off Australia will become widely known; that they are not in fact genuinely Australian.

EMU Australia is genuine and authentic—it is a company born in Australia, designed in Australia and made in Australia and their factory is in Australia. There are other companies out there saying they are Australian and they do none of this. The true Australian Sheep skin & Merino Wool company is Emu Australia. There is no company that can compare to their heritage with Australia and they should not be taking credit for things that Emu Australia represents and stand for within their company which is having a strong connection to Australia.
Well, they kind of do have a point. Do your Uggs say "Made in China" inside them, too?
· Deckers Files Suit Against Emu Alleging Trademark Infringement [WSJ]