ENSURE AUTHENTICITY: UGG® Australia Helps Consumers Protect Themselves Against Counterfeit Product this Holiday Season

Special Authorized Retailer Look Up Tool, Instant Authentication Methods and Gallery of Counterfeit Images on www.uggaustralia.com help customers ensure product authenticity

NEW YORK, Nov. 25, 2014-- UGG® Australia (UGG) has re-launched its online consumer counterfeit education section with a specially created "Ensure Authenticity" link http://counterfeit.uggaustralia.com/ to emphasize the importance of buying genuine UGG Australia products from authorized retailers this holiday season.

UGG is committed to protecting shoppers from counterfeit UGG products that are being sold as genuine. Many consumers may not know the inhumane and negative implications the $600 billion dollar counterfeit industry has on the economy, environment and their own health. Every day, UGG works with worldwide customs authorities and law enforcement agencies to find and stop the shipment of counterfeit goods.


Thousands of counterfeit websites advertise their fake UGG products using wording such as "cheap uggs," "discount uggs," or "uggs on sale." Online auction and forums are also common outlets counterfeiters use to sell fake products. Offline, counterfeiters may host tables at flea markets or on city streets in the hope of duping unsuspecting customers into purchasing fake products.

The simplest way for consumers to guarantee their purchase is authentic is to check the list of UGG authorized stores and authorized online retailers. These are comprehensive lists of official UGG retailers, both online and nationwide, whom consumers can trust to provide genuine product. Additionally, every authentic UGG product comes with a security feature contained in a reflective security label sewn into the left shoe or boot and/or security sticker on the shoebox, allowing instant authentication of genuine products.

For a visual reference, UGG has compiled an online gallery highlighting authentic and counterfeit product side-by-side, pointing out the differences and calling out tips on recognizing real versus fake UGG products.


UGG has taken legal action against 60,000 websites selling counterfeit UGG products. Between 2011-2013 law enforcement has globally seized 928,244 counterfeit UGG brand products. The UGG brand has taken down 56,527 counterfeit listings and removed 10,910 counterfeit sellers from online auction sites.


Many consumers may not know that buying counterfeit products has a significant impact on the global economy, eliminating tens of thousands of jobs with legitimate businesses and costing the economy an estimated $600 billion of revenue a year. Worse yet, they are not accountable to human rights and environmental regulations nor do they adhere to child labor laws, anti-sweatshop laws, or restricted substances laws. This puts workers, the environment and consumers at risk.


If a consumer suspects they've been sold a counterfeit product, they should report the claim to counterfeit@uggaustralia.com. In the last two years, the UGG brand has received over 80,000 emails regarding counterfeiting from customers

About UGG Australia

Founded in 1978, UGG Australia has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship, and delivering new and innovative styles well beyond the original sheepskin Classic boots. UGG Australia is recognized as a premium lifestyle brand with more than $1 billion in annual sales, offering footwear, loungewear, outerwear, home products, accessories and handbags under the UGG Women, UGG for Men, UGG Kids, UGG Handbags, UGG Loungewear, UGG Home and I HEART UGG® product lines. UGG Australia concept and outlet stores offer the ultimate brand experience with 130-plus locations worldwide, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing.

For more information, visit our website, www.uggaustralia.com, and our blog, blog.uggaustralia.com. Follow us on Twitter, Instagram, Facebook, Pinterest and Vine. #THISISUGG

About Deckers Brands

Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The Company's portfolio of brands includes UGG®, I HEART UGG®, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO®, and HOKA ONE ONE®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, 130 Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.

For more information, please visit www.deckers.com.

SOURCE UGG Australia through PRNewswire by press release ©

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