from using the word in domain names.

In 1999, Deckers began asserting its new trademark and sent out cease and desist letters to Australian UGG Classic Short Salemanufacturers, but did not press the issue beyond that. In the early 2000s, demand for ugg boots was soaring, partly as a result of US$8 million spent on marketing by Deckers, but also due to severalUGG Delaine celebrity endorsements. Australian and USA based manufacturers began selling uggs over the Internet, and Deckers’ law firm Middletons of Melbourne began a serious effort to halt the Australian companies’ sales. In 2004, Deckers sent cease and desist letters to a numberUGG 1875of Australian and USA based manufacturers, including Mortels Sheepskin Factory, preventing them from selling uggs on eBay or from using the word in domain names.