UGG boots are a fashion staple and a favorite cool-weather companion for women everywhere. Unfortunately, some seek to take advantage of the widespread popularity of these cozy boots by peddling cheap knockoffs to the unwary. UGG has taken action against more than 60,000 websites falsely claiming to offer genuine UGG products, most of which sell their fake UGGs at about 30% below regular price to entice deal-seeking customers. Thousands have been fooled by these illicit operations, but we're here to make sure you're not next! 

How to Spot Counterfeit Operations

For the wise shopper, there are a few easy ways to tell if a website, eBay seller, retail store, or flea market booth is offering real UGG footwear. If the prices seem too good to be true, that's probably an indication that you should investigate further before making a purchase. Counterfeiters will often be found boasting of "cheap" or "discount" UGG products. When shopping online, if you see a website that has misspelled the brand name (ex., "ugs" or "uggz"), chances are, it's a counterfeiter attempting to lure in customers while avoiding detection by the authorities. It is also important to note that, while UGG was once known as UGG Australia, their boots are not manufactured in Australia and a seller's claim that their UGG boots come directly from that country is not an indicator of authenticity. Buying UGG boots from eBay, Craigslist, and similar sites can be even riskier than buying from an online retailer because they are not verified by UGG. It's best to only make a purchase in this way if the UGG security features are clearly displayed. 

In the event that you are deceived by an online seller, you should attempt to obtain a refund, and if that fails, dispute the charges with your bank or credit card company. You should also help UGG shut down counterfeiters and protect other shoppers by emailing the URL of the dishonest merchant to counterfeit@ugg.com.

You should also be aware that UGG does not currently contact their customers via text message and will never do so without your permission. If you receive a text message claiming to be from UGG that offers special deals, sales, promotions, or discounts, it is almost certainly from a counterfeiter who is attempting to deceive you.

At Englin’s Fine Footwear, we sell only the highest quality, genuine UGG boots. Plug in our URL on UGG's anti-counterfeiting page to check for yourself! But how can you be certain the UGGs you purchase are authentic? Luckily, UGG shares your concern, and they have included a number of security features that make it easy to verify whether or not your UGGs were truly manufactured by their trusted company.

LEFT: Security label on the sole of a left shoe. // RIGHT: Security sticker on outside of UGG box.

UGG Security Features

All UGG products come with either a sewn-in security label or a security sticker. The label can be found behind the sewn-in label in the left shoe or boot; if there is no sewn-in label, you will see a sticker on the sole of the left shoe instead. Note that for some infant and toddler shoes, you will find the security sticker on the insert card inside the box. The particular features of the security label or sticker depend on the timeframe in which the product was manufactured:

For Products Made After Fall 2013

In the fall of 2013, UGG revamped their security features, making them more difficult than ever for counterfeiters to replicate. These more advanced security labels will provide a QR (quick response) code that can be scanned by any smartphone. When you scan this code, you will be directed to a page on the UGG website that verifies the product is genuine. The label also features a holographic sun image that changes from black to white when rotated 90 degrees. Some Fall 2014 products do not have this holographic image, but should still offer a QR code for you to scan.

For Products Made Between Fall 2012 and Spring 2013

Like the newer labels, these will feature the holographic sun which changes from black to white when rotated 90 degrees. They also sport a feature called “rolling optics”, which means that when you turn the label, you should see the UGG logo rolling over the suns in 3-D, creating an illusion of depth.

For Products Made Between Fall 2010 and Spring 2012

Again, on these labels you will find the holographic sun image which changes from black to white when rotated. The UGG logo should also appear when the label or sticker is turned at an angle.

NOTE: Beginning in Fall 2016, UGG will no longer place security labels on the outside of the box. They will, however, continue to feature sewn-in labels with a QR code.

While these security features are the best way to tell if your UGG purchase is genuine, other telltale signs of a fake UGG boot include sloppy stitching, cheap synthetic lining instead of UGG's twinface sheepskin, rigid soles, and incorrect proportions. UGG Classics will never have a hang tag, and are virtually always sold in a box with a lid, not a bag or a hinged, "briefcase" style box. Remember that the security features and individual characteristics of genuine UGG products vary between seasons, so two similar UGG products with subtle differences might both be authentic. The very best way to ensure that you are purchasing real UGG footwear and accessories is to shop with a verified UGG dealer like Englin's Fine Footwear. 

Knowledge is the best weapon to arm yourself against these unsavory scams. At Englin’s, we are committed to offering quality products by brands you trust, and we guarantee the authenticity of all our shoes and boots. You can purchase products like our UGG New Classics with confidence, and with UGG’s simple but effective security features, your only worry will be choosing the perfect outfit to go with them!