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It may go down as one of the longest feuds in footwear history. Kitson owner Fraser Ross continued to stoke the flames of his quarrel with Decker’s Outdoor Corp.’s Ugg brand when he posted a window sign at his new location in the Santa Monica Place mall declaring “What’s Hot: Emu Boots — What’s Not: Ugg Boots.” “It’s a fashion tip,” Ross told Insider. “We do this all the time. At one time, Ugg was a great business, and now I need another casual boot business, and that’s Emu. We need to develop and build that brand.” But that didn’t exactly fly at Deckers HQ, which quickly hit Ross with a cease-and-desist letter, claiming the use of the Ugg name violated its trademark. A spokesperson from Deckers explained that the retailer’s relationship with Deckers was terminated in 2009. “Deckers and its Ugg Australia brand obviously disagree with the content of Kitson’s advertising, [as] a former retailer for the brand,” the spokesperson said. But that’s not likely to be the end of it. Ross said he plans to unveil a similar window at his Robertson Boulevard location after Labor Day. And this isn’t Kitson’s only dispute. Majestic Mills, the distributor of Nicole Richie’s House of Harlow 1960 line, recently filed suit against the retailer for $225,000 in unpaid invoices.