The word UGG, a generic term used in Australia, was registered as a brand in the US in 1985 by Australian entrepreneur Brian Smith. Later the trademark was sold to Deckers, the US-based footwear giant.

Since ever Australian boot-makers have been banned from exporting their products if using the word UGG. This obviously makes it difficult for Australian companies to  compete with Deckers. Not long ago, the footwear giant initiated action in the US District Court against Australian Leather, while arguing it has illegally selling the boots in the country.

Now Australian Leather owner Eddie Oygur is counter-suing, on the grounds that the trademark registration was based on a falsehood. They argue the word UGG has been a household name in Australia and local companies were exporting the  boots to the US well before any application has been presented.

If the Australian businessman succeeds in his claim, this will mean the US market will open up for Australian companies, however the process might be long and the result is unclear.