Forbes may see Deckers Outdoor (NYSE: DECK) as a “no-brainer” stock after its recent decline, but investors, retailers, and the public deserve to look beyond the balance sheet. The reality is that Deckers’ aggressive legal crusades expose deep ethical flaws that could damage its brands far more than market downturns ever could.
Stealing an Identity That Was Never Theirs
Deckers has gone so far as to force a company that has been in business since 1974 to change its name, effectively erasing decades of heritage and community trust. The irony is painful: Deckers built the UGG empire by trademarking a generic cultural term—“ugg”—that Australian bootmakers had been using for generations. Instead of honoring the origins of this footwear style, Deckers has chosen to monopolize it, sue its creators, and now dismantle long-standing competitors who simply want to earn an honest living.
This is not brand protection. This is identity theft for profit.
Retailers Must Look in the Mirror
The responsibility doesn’t stop with Deckers. Major retailers such as REI, Scheels, Dick’s Sporting Goods, Nordstrom, and Foot Locker carry UGG and HOKA products while publicly claiming to uphold ethical sourcing and community values. But how do these companies reconcile their codes of ethics with supporting a brand that silences competitors and exploits legal loopholes to crush small businesses?
If REI can position itself as a co-op rooted in fairness, and Scheels prides itself on community values, how can they ignore the fact that they are profiting from products tied to predatory legal practices? Retailers need to ask themselves: Is this who we are?
The Public’s Role: Convenience, Apathy, or Courage?
As consumers, we must also reflect. Why do we continue to support Deckers’ brands like UGG and HOKA? Is it mere convenience? A lack of empathy for the artisans being forced out of business? Or are we simply too scared to speak up against a billion-dollar corporation?
At some point, silence becomes complicity. If we don’t demand accountability, then Deckers’ legal bullying will be normalized, and the small businesses that inspired these products will disappear forever.
A Clear Verdict from Six Star Review
From a Six Star Review perspective, Deckers’ actions earn them a 0 out of 6 stars.
Quality? Overshadowed by unethical business practices.
Value? Diminished when it comes at the expense of others’ livelihoods.
Price? Irrelevant when morality is the cost.
Customer Support? Nonexistent for the original makers.
Ease of Use? Doesn’t apply when you’re weaponizing trademarks.
Durability? A brand built on exploitation won’t stand the test of time.
The Call to Action
It’s time for the public—and the retailers who profit from Deckers—to hold this company accountable. Stop hiding behind legal jargon. Stop enabling corporate theft disguised as brand protection.
Ask yourself:
Should we support a brand that erases its competition through the courts instead of innovation?
Should retailers stand with a company that steals vernacular, identity, and heritage for profit?
Or should we demand better—from Deckers, from retailers, and from ourselves as consumers?
The choice is ours. If we truly value ethics, fairness, and accountability, then supporting Deckers’ brands should no longer be an option.
