The following is what Deckers state at the domain related to Uggs-n-Rugs:

“ Back in 1978, young Australian surfer Brian Smith and his American cohort Doug Jensen introduced the UGG brand sheepskin boots to the United States. In 1978/79 they Trademarked the name, bought their first container of Uggs and began an initial sales trek from San Diego to Santa Cruz. Jensen left the company before the end of the first year, while Smith continued on tenaciously, eventually making his rags to riches story come true. ”

The UGG trademark in the United States was first registered in 1984 but has gone through several stylistic changes and changes in ownership until its present state. A stylized version of UGG, Serial number , was first registered in 1984 by UGG imports, which was eventually acquired by Deckers. This mark was abandoned in 1985. In 1985 they then registered trademark which featured a picture of a sheep along with a stylized version of UGG and the words ORIGINAL UGG BOOT AUSTRALIA. This mark was abandoned in 1987.

In 1990 UGG International registered another stylized word mark, 74038440, which was abandoned in 2000.

The actual word mark for UGG, was filed in 1995 by UGG Holding and then assigned to Deckers. This mark was abandoned in 2007 when Deckers filed a new series of trademarks including UGG and derivations of it with amended classifications.

Owing to USA trademark laws, many companies selling into the USA now market these boots as "sheepskin boots". Popular brands are Emu Australia, Warmbat, Uggs-N-Rugs, RocketDog, Bear Paw, Koolaburra and Real Australia.

In 2006 a Save our Aussie Icon campaign had been started through the internet by a number of Australian manufacturers following from recent legal proceedings. Also the well-connected Australian Festival USA, Inc, is promoting Australian made ugg boots and has taken up the fight to let the world know the difference between boots made in China and those made in Australia.