Who Owns UGG?

UGG operates under Deckers Brands' sustainability framework, with initiatives focused on ethical sourcing, regenerative agriculture, and animal welfare.

Regenerative Agriculture: UGG achieved its goal of influencing one million acres of conventional grassland toward regenerative farmland by February 2024, one year ahead of schedule. The program focuses on soil health, biodiversity, and carbon sequestration in grazing lands within the sheepskin supply chain.

Ethical Sourcing and Animal Welfare: UGG maintains an Ethical Sourcing and Animal Welfare Policy stating that the company only uses sheepskin that is a byproduct of the food industry. The brand sources sheepskin from countries with animal welfare regulations and requires suppliers to meet specific standards for animal treatment.

Sustainable Materials: UGG has launched sheep-free boots using animal-free materials, responding to consumer demand for cruelty-free alternatives. Approximately 33 percent of cotton fibers used in UGG shoes are recycled or sourced from sustainable farms, with goals of using sustainably farmed or recycled cotton.

Environmental Impact: As part of Deckers Brands' sustainability efforts, UGG focuses on reducing carbon footprint, improving packaging sustainability, and implementing circular economy principles. The brand participates in corporate initiatives aimed at carbon neutrality and renewable energy use in manufacturing.

Supply Chain Transparency: UGG provides information about its sourcing practices and animal welfare commitments, though the brand continues to face calls for greater transparency regarding specific supplier locations and audit results.

PETA Legal Challenge (2023): In November 2023, PETA sent UGG a cease and desist letter demanding the removal of misleading "humane" claims from its marketing. PETA argued that UGG's assurances about humane animal treatment were baseless, citing standard practices in the meat industry that include painful procedures without painkillers. PETA threatened to file a complaint with federal authorities if UGG did not comply by December 1, 2023.

Animal Welfare Investigations: PETA investigations have documented practices including painful procedures without painkillers, forceful animal transport, and inhumane slaughter conditions in the wool, down, and leather industries that supply materials for UGG products. UGG's claims about ethical sourcing have been challenged as potentially misleading consumers.

Trademark Disputes: UGG has faced ongoing legal challenges regarding trademark protection for the "UGG" name, particularly in Australia where the term is considered generic for sheepskin boots. These disputes have created challenges for the brand in protecting its intellectual property rights in certain regions.

Sustainability Claims Scrutiny: Environmental and consumer advocacy groups have questioned the accuracy and transparency of UGG's sustainability claims, particularly regarding verification of regenerative agriculture achievements and animal welfare standards.

Cultural Appropriation Concerns: Some critics have raised questions about UGG's commercialization of Australian cultural heritage, particularly regarding the brand's ownership and exploitation of Australian cultural symbols for commercial gain.