Dupe culture thrives as jury rules UGG patent too generic
9 reported
A recent court case between Deckers, the company behind UGG boots, and Quince over lookalike shearling boots has highlighted the growing phenomenon of “dupe culture.” The jury ruled that Quince had copied the UGG design but that the patent for the boot should not have been issued because the design was too generic to protect. This ruling opens the door for any brand to make similar boots. According to a Vox podcast featuring senior reporter Mia Sato, dupe culture has become a commercial ecosystem where cheaper alternatives to name-brand products are widely accepted and easily found online. Social media platforms and shopping sites now include features that help consumers find dupes, such as Amazon’s AI image search and TikTok’s product highlighting tool. Sato noted that dupes exist for items ranging from makeup and cookware to handbags and even vacation destinations. She argued that while dupes offer affordable alternatives, they may also reinforce desire for the original products and can mislead consumers about quality and ethics.
What’s reported
Deckers took Quince to court over lookalike shearling boots and tried to bar Quince from referencing “dupe culture” at trial.
The jury ruled Quince copied the UGG design but that the patent should not have been issued because the design was too generic.
The ruling allows any brand to make similar boots.
Dupe culture is described as a commercial ecosystem providing cheaper alternatives to name-brand products.
Sato listed dupes for makeup, Le Creuset Dutch ovens, hand sanitizer, designer perfumes, Apple AirPods Max, Oura Ring fitness trackers, viral phone cases, dishwasher pods, banana pudding recipes, Pilates workouts, and the island of Santorini.
Amazon introduced a feature where users can text a description and AI generates an image to find similar products.
TikTok has a feature that highlights products in videos and finds similar dupes on TikTok Shop.
Dupe.com allows users to paste a product URL for a reverse image search to find lookalikes.
Sato stated that dupes may make original products more aspirational and that consumers have forgotten what is possible with cheap and good products.
Key figures
Mia Sato, senior reporter at The Verge
Sean Rameswaram, co-host of Today, Explained
Sources: vox.com
