An Australian ugg boot company has rebranded to Since 1974 after a legal dispute with a US competitor over the use of the term “ugg.”
Many Australians argue that “ugg” is just a common term for sheepskin boots, not a brand. The rebranding comes after nearly a decade of legal disputes, forcing the company to adapt for international customers.
The brand, owned by Australian Leather, was sued by Deckers for using the term “ugg.” After almost ten years, they’ve had to rebrand outside Australia.
Deckers, which bought the UGG brand in 2005, is what most Americans think of when they hear “ugg boots.” But in Australia, “ugg” has been around since the 1960s and is more about the style than a specific brand.
Many companies in Australia and New Zealand use “ugg” in their trademarks, which is why locals are frustrated with Deckers’ control over the name globally. Australian Leather even tried to get the trademark removed, arguing it should be a generic term.
Eddie Oygur, the owner of Australian Leather, expressed that this fight is about reclaiming “ugg” for Australia. Unfortunately, a federal appeals court rejected their case.
Todd Watts, the owner of Since 1974, shared the rebranding news on TikTok. He emphasized their long history of making boots and the challenges of competing against a huge corporation.
In his video, he reassured customers that while the name has changed, the quality and story remain the same. The response has been positive, with many viewers expressing support for the new brand.
Watts highlighted that nothing else would change, just the name. He believes in their roots and the resilience of their brand, regardless of the label. Deckers, valued at $31 billion, owns other brands like Hoka and Teva, making it tough for smaller companies to compete.
Both Deckers and Since 74 have not commented on the situation yet.
