Deckers, the company that sells fleece-lined UGG boots, sued Quince for alleged infringement of its boot design. A jury found that Quince copied the UGG design. The jury also ruled that the design was too generic to receive patent protection. The decision allows Quince and other brands to sell boots that resemble UGG styles.

Dupe culture refers to the practice of offering cheaper alternatives that look like name‑brand products. The ecosystem has grown with the rise of online shopping and social media, where users share links and images to locate similar items.

The trial focused on whether the boot’s appearance met the requirements for patentability. Experts testified that the design was a common, functional shape that could not be exclusively owned. Because the patent was deemed invalid, the court’s finding on copying did not affect the ability to market similar products.

Mia Sato, senior reporter at The Verge, described dupe culture as a widespread phenomenon that spans many industries, from fashion to cookware. She noted that platforms such as Amazon, TikTok and dupe‑focused websites use reverse image search and AI tools to help shoppers locate cheaper copies.

Legal scholars say the case highlights the difficulty of protecting generic designs in fashion. They point out that many clothing items share basic shapes, making it hard to claim exclusive rights without a unique feature.

The ruling does not resolve broader questions about trademark infringement versus design copying. It also leaves open how the growing market for affordable lookalikes will affect original brands and consumers.