An iconic Australian ugg brand must rebrand due to a trademark dispute with a US company, impacting its international sales.
Melbourne: A long legal fight has forced a well-known Australian brand to change its name for overseas sales. UGG Since 1974 is now just Since 1974 outside Australia and New Zealand.
Todd Springthorpe, the brand’s representative, shared the news in a TikTok video. He explained that Deckers Outdoor Corporation, a US shoe giant, is suing them over the UGG trademark.
Springthorpe, whose family has been making these boots for over 50 years, said they own the trademark in Australia and New Zealand. But the lawsuit complicates their ability to sell internationally.
He mentioned that fighting a lawsuit against a massive company like Deckers is tough. Despite the name change, he insists they remain the original UGG makers.
The legal battle started back in 2016 when Deckers accused Australian Leather, the parent company of UGG Since 1974, of copyright infringement. The case is still ongoing.
In Australia, “ugg” is a common term for sheepskin boots, popular since the 1930s and embraced by surfers in the 1960s. By the time UGG Since 1974 came around, it was widely recognized.
Interestingly, another individual unrelated to UGG Since 1974 sold the UGG trademark to Deckers after distributing another brand’s Uggs in the US.
Deckers claims it legally acquired the UGG name from Australian entrepreneur Brian Smith in 1995, and they hold the trademark in 130 countries.
They argue that American consumers see UGG as a brand name, not just a generic term. Eddie Oygur, the owner of Australian Leather, stated that this fight is about reclaiming the term “ugg” for Australia.
Springthorpe expressed gratitude for the support from Australians and promised to keep everyone updated on the case’s progress.
