Who owns UGG?
UGG is owned by Deckers Brands (the United States, NYSE: DECK), which has owned the brand since 1995.[1]
Evidence: Deckers Outdoor Corporation Annual Report on Form 10-K filed 2026-05-22, SEC EDGAR, 22 May 2026. Verified from filings; last checked .
Key facts
- Current owner
- Deckers Outdoor Corporation verified
- Owned since
- Owner HQ
- 🇺🇸 United States, Goleta, California
- Origin
- 🇦🇺 Australia
- Founded
- 1978
- Category
- Apparel, footwear & accessories › Accessories & footwear › Footwear
- Parent ticker
- NYSE: DECK
- Last verified
- · 1 sources
About UGG
UGG sells sheepskin boots and slippers. An Australian surfer registered the name in the United States in 1978, and Deckers acquired it in 1995. Whether ugg is a generic Australian term for sheepskin boots or a trademark has been litigated repeatedly on both sides of the Pacific.
What Deckers Brands's annual report says about UGG
Sentences about UGG from Deckers Brands's latest annual filing[1], copied word for word.
The UGG brand is one of the most iconic and recognized brands in our industry, which highlights our successful track record of building niche brands into consumer- focused fashion lifestyle market leaders.
With loyal consumers around the world, innovative products, and elevated storytelling, the UGG brand has proven to be a highly resilient consumer-focused line of premium footwear, apparel, and accessories that has driven both domestic and international sales growth with year-round product offerings that appeal to a growing global audience and a broad demographic.
We sell our UGG brand products primarily through fashion lifestyle retailers, higher-end department stores, streetwear and sports style partners, online retailers and partner retailers.
How often Deckers Brands names UGG in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.
Ownership timeline of UGG
- 1995 – present Deckers Brands [1] verified
Where UGG sits in Deckers Brands
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Deckers Brands ownership tree →
See the full Deckers Brands brand portfolio (3) →
Other brands owned by Deckers Brands
Deckers Brands controls 3 brands on Brandtree, 3 of them in apparel, footwear & accessories.
Also in apparel, footwear & accessories
Other brands in footwear, and who owns them
The 82 brands in footwear on Brandtree belong to 31 owners. The largest is Caleres, with 7; Deckers Brands has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Allen Edmonds | Caleres | 🇺🇸 United States |
| Cartago | Grendene | 🇧🇷 Brazil |
| Ekisha | Servis | 🇵🇰 Pakistan |
| Alexandre Birman | Azzas 2154 | 🇧🇷 Brazil |
| Bahamas | Relaxo | 🇮🇳 India |
| Blondo | Steve Madden | 🇺🇸 United States |
| Bocage | Groupe Eram | 🇫🇷 France |
| CCC | MODIVO | 🇵🇱 Poland |
About the owner: Deckers Brands
Deckers Brands is a publicly listed company headquartered in Goleta, California, United States, founded in 1973. Brandtree records 3 brands under its control, and it is listed as NYSE: DECK.
Deckers was founded in California in 1973 making sandals, and now depends on two brands with almost nothing in common: UGG sheepskin boots and HOKA running shoes. HOKA has grown from a niche French startup into a serious competitor to the largest athletic footwear companies.
Deckers Brands: full profile, brands and acquisition history →
🇦🇺 UGG and other Australian brands
Brandtree records a controlling owner for 214 brands that began in Australia. 64 of them (30%) are now controlled by a company headquartered in another country, UGG among them.
- Berlei (Australia, New Zealand and South Africa) — Gildan 🇨🇦
- Glue Store — Accent Group 🇦🇺
- Hard Yakka — Wesfarmers 🇦🇺
- MAXTRAX — Clarus 🇺🇸
- Rip Curl — KMD Brands 🇳🇿
- 19 Crimes — Treasury Wine Estates 🇦🇺
Frequently asked questions
Who is the parent company of UGG?
The parent company of UGG is Deckers Brands, a publicly listed company headquartered in the United States.
Is UGG Australian or American?
UGG originated in Australia in 1978, but it is owned today by Deckers Brands, which is headquartered in the United States. So UGG is an Australian-origin brand under American ownership.
Since when has Deckers Brands owned UGG?
Deckers Brands has owned UGG since 1995.
Is UGG still owned by Deckers Brands?
Yes. As of 10 October 2026, UGG is still owned by Deckers Brands. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Deckers Outdoor Corporation Annual Report on Form 10-K filed 2026-05-22 — SEC EDGAR, SEC Form 10-K, published 22 May 2026; retrieved 16 September 2026.
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