sandal from sliding off. The side strap: Connects the toes post and the heel strap on the outer side of the sandal, this prevents the sandal from stretching in awkward positions where injury could occur. Each strap is connected to the others by triangular "rings"; each strap goes around one side of the ring. UGG AustraliaUGG''' brand boots, known as UGG Australia in Australia and New Zealand, have a sheepskin upper with a wool inner lining and a tanned outer surface worn by men and women. Surfing helped popularize the boots outside of Australia and New Zealand, when surfer Brian Smith started selling the boots in the US through UGG Holdings, Inc. in 1979. Impact of the UGG brand on performance Deckers is considered a niche market supplier due to the dominance of the brand boots, a fashion luxury item, in its sales, and as such the company is more reliant than traditional clothing manufacturers on its products remaining fashionable. In the economic downturn of 2008, Deckers continued to show earnings and sales growth. In 2010, UGG boots were Deckers' primary source of revenue, accounting for 77% of net sales and 80% of the company's revenue. In 2012, Deckers raised prices on its UGG boots stated to be to cover the rising cost of materials. However, the resulting decline in sales volume over the first half of 2012 led to a price reduction, which stimulated sales. UGG boots accounted for 87% of the company's revenue with some analysts expressing concern that UGG was losing its appeal. While 2012 annual revenue remained approximately the same as in the prior year, profit was down 36.1% from 2011, and share prices dropped 62%.Deckers Rallies on New Takeover Buzz investorguide.com November 27, 2012 Trademark dispute UGG is a registered trademark in the US, Europe and many other countries. There have been various disputes within Australia, Europe, and the United States about the validity of Ugh/Ugg trademark. Deckers trades as Ugg Holdings, Inc. in Australia, where it is known for a trademark dispute over the use of the widely used term "ugg boots"(sometimes called uggs). In 1971, Australian surfer Shane Steadman began selling ugg boots and registered the name Ugh-boots as a trademark in Australia. In 1979, Brian Smith, another Australian surfer, brought several pairs of Australian-made sheepskin boots to the US and began selling them in New York and California. He set up Ugg