The history of Australia ugg boot company is related to a long tradition of the Australian people depending on heavy duty sheepskin boots for their farming and rugged outdoor activities. The 100% merino sheepskin ugg boots were once considered by native people as "ug", short for "ugly" for nearly 200 years. Till 1970s, there were several sheepskin boot manufacturing plants gathering around the Australia city of Perth.

As there were popular surfing beaches near this city, these ugg boots were favored by surfers there for year-round use. Because the insulating prosperities of merino fleece keep feet warm in winter and cool in winter, the ugg boots provided sock-like comfort while walking over the rough or slipperier terrain. Gradually ugg boots reached from the west coast to the surfing communities of east coast, then carried to skiing communities by surfers who enjoyed both sports. Till the late 1970’s Brian Smith, a native Australian surfer, brought ugg boots with him visited U.S .

Realizing the great popularity of uggs within California, Brian Smith decided to develop and market the Australian sheepskin boots. In 1978, he obtained a trademark for ugg. In 1995, Mr. Smith sold all ugg rights to a California company—Deckers Outdoor Corporation. Upon the purchase, Deckers had gotten the rights to use the ugg trademark name in 24 countries and began utilizing the name of ugg-Australia.

Just in several years, ugg boots-Australia including a varied product line of casual style had been positioned by Deckers as luxury items. As such, the celebrities were soon seen in them. When the rich and famous began donning on these ugg sheepskin boots, worldwide sales were ignited. Nordstrom, who supported by ultimate fashion magazines, became a supplier for Ugg Shoes-Australia. As ugg’s ultra boots were sent to TV talk show host Oprah Winfery in 2000, who had purchased 350 ugg boots for the staff. After that her effort and endorsement on ugg classic and uptown boots had brought the ugg name to Middle America. Thus the sales trend began. In 2003 the ugg boots Australia had received an reward from Footwear News as "brand of the year", and then the ugg presented itself in the fashion shows of the major cosmopolitan fashion centers.

In the present, the ugg way that once considered being dowdy because of its bulk and shape is reviewed as sexy and fashionable. The ugg becomes a household name across the globe. But since the Australia sheepskin boot had lost the right to use the name of ugg, there is a huge loss to them. Actually one group, the sheepskin Association, had enlisted a campaign named "Save our Aussie icon" for pursuit of possessing the ugg trademark. Of course it is difficult. By now, more and more ugg lovers equate the ugg Australia or Deckers with the warmth and comfort in this product. But unfortunately, there comes numerous similar footwear, knockoff styles and fake uggs.

Yet it seems that the public is more concerned on the availability and selection of additional, authentic ugg Australia products. Although today the ugg Australia still have a great share in the market, many native Australia boot companies have been raised to fight with ugg. The competition can never be ignored. But the ugg way is always on the trend.