For the nine months to September 2004, UGG boots sales totaled $39.2 million, an increase of 180% over the previous year. Plans were also in place to expand the UGG brand to cover hats, scarves and gloves.[25] With the continuing rise in popularity, Deckers now began a serious effort to halt the use of the name “ugg” by other manufacturers. Deckers’ law firm, Middletons of Melbourne, sent cease and desist letters to a number of Australian and American manufacturers who were selling uggs over the