EMU Australia pop-up shop

Fashion

January welcomes the first London pop-up shop by sheepskin brand EMU Australia. Located on Lamb’s Conduit Street, the temporarily store sells mens and womens footwear, womens apparel and accessories, and is open from Monday to

Saturday.

For

a three month period, the EMU store will stock its whole sheepskin and merino wool range. The brand is known for manufacturing high quality products and has been producing sheepskin boots for decades. Originated from Geelong, surfers used to come to the area for sheepskin off cuts to wrap their feet in. These boots were completed with a sole, and are today one of the most recognisable footwear in the world.

The EMU Australia factory is still located on the 130 year old Jackson tannery site. The company uses Grade A quality Australian Borderlester / Merino cross sheepskin, which is known for its blend of fine and thick pile fleece with a strong pelt. Last year EMU launched its clothing and accessories collections following the same design direction as the footwear. The products are available from premium retailers in 67 countries across the globe.

On 7th December 2010, EMU Australia was served with a trademark infringement lawsuit brought by US public company, Deckers Outdoor, the owner of the trademark UGG ® Australia. In a statement, Deckers USA chairman and CEO, Angel Martinez, alleged that EMU was "misleading consumers into believing they are buying a genuine UGG ® Australia product". The lawsuit has been brought by Deckers against EMU Australia in a US court. Similar lawsuits by Deckers in Australian courts have been unsuccessful because 'Ugg' is a generic word in Australia and there are over 70 registered trademarks in Australia and New Zealand, which include the word.

Image: EMU Australia