UGG Authentication

UGG sells many styles in several versions, so start with the exact one. Fashion coverage and resale listings show the Classic Ultra Mini alongside a platform version and other versions of it, Classic boots in several shaft heights, the Tasman slipper in several versions and many colorways, and the Tazz as a separate slipper style.

UGG's range also goes beyond sheepskin boots. Deckers, UGG's parent company, describes the Goldenstar Clog as a suede platform clog, and says the Goldenstar and Goldencoast UGGbraid Clogs have an adjustable heel strap with the brand's signature UGGbraid design.

Record the style name, version, size, color and approximate year before judging any detail. A feature that is normal on one version can look wrong next to another, which is a common cause of false alarms.

In 2012, Deckers said UGG Classic products were made with Grade A twin-faced sheepskin, which it described as one piece. Its 2025 annual report says UGG sheepskin comes primarily from designated suppliers in Australia and is processed by two tanneries in China, and that its finished goods are made by independent manufacturers mainly in Southeast Asia.

UGG's counterfeit page asks buyers to look for poorly stitched seams, fur that comes off or sheds, and coloring that seems off or differs between the two shoes. Deckers has also described counterfeit outsoles as stiff and hard to bend, and listed synthetic linings among signs of low quality.

Materials differ by style, so compare each pair with its own listing: Deckers describes the Goldencoast Clog with a suede upper, a microfiber sock liner and a foam footbed, and a platform sole may not bend the way a flat sole does. Wear, washing and repairs also change fleece, suede and soles, so record them as condition rather than reading them as a verdict.

UGG's own how-to-spot page covers the heel label and its font, the lining, stitching, forefoot, boot shaft height, outsoles, hang tags and box quality, as well as current and past security labels. Reviewers compare the heel label's lettering, spacing, placement and stitching with references of the same style and era.

Branding has changed over time. Deckers' own releases used the name UGG Australia in 2012 and pointed shoppers to uggaustralia.com in 2015, so older genuine labels, boxes and receipts may carry that name; compare an older pair with references from its own era rather than with today's labels.

In 2012, Deckers said hang tags were not used on Classic products and treated one as a sign of a fake. That statement is more than a decade old, so ask about any hang tag on a Classic boot and compare it with same-season references. A box can also be swapped between pairs, so packaging helps only when it matches the exact pair.

UGG says every authentic UGG and I Heart UGG product comes with a security feature in a reflective security label sewn into the left shoe or boot and/or a security sticker on the shoebox, which it says allows instant authentication. Nearly the same wording appeared in a 2014 trade report, and UGG's how-to-spot page shows both current and past security labels, so the design has changed over time.

The UGG pages we reviewed do not explain in text how a buyer checks the label, which years each design covers, or whether it carries a scannable code. Compare the label with references from the same era, and treat it as supporting context: a label can be removed and sewn into another shoe, and a box sticker travels with the box, not the pair.

Because UGG's wording says and/or, some products may carry the feature on the box rather than in the shoe. A missing label is a reason to ask questions and look harder at the rest of the pair, not a verdict on its own, especially on an older or heavily worn pair.

UGG says the best way to get authentic product is to shop on UGG.com, at an UGG store, or through a reputable and trusted retailer. Deckers' 2025 annual report says its direct channel is its own e-commerce sites and retail stores, and that it also sells UGG products through fashion lifestyle retailers, higher-end department stores, streetwear and sports style partners, and online retailers.

UGG says that if a site other than UGG.com, its affiliated international stores or an authorized retailer uses UGG, a variation of it, or a style name in its web address, such as uggtasman or uggboots, you can assume the product is counterfeit. Deckers has said thousands of counterfeit websites advertise with wording such as outlet uggs, discount uggs or uggs black friday, and UGG warns that such sites often take your money and personal information and send nothing.

UGG says it works with customs authorities and law enforcement and takes down counterfeit websites, sponsored links, online auctions and trade board listings; in 2016, Deckers said it had acted against more than 60,000 counterfeit websites and 590,000 marketplace listings. UGG also notes that most banks and card companies let you dispute a charge from a fake webstore, so pay with a method that offers that protection.

Get an item-level review when you are buying outside UGG.com, an UGG store or a trusted retailer, when the version, labels or era do not line up, when the security label is missing or looks resewn, or when the seller cannot show the inside and outsoles of both shoes.

Vereev is independent of UGG and Deckers and reviews the materials, construction, labels, security label and seller evidence together, recording what the photos can and cannot show. Its result is not a brand determination.