Australian brand ‘Ugg Since 1974’ changes name abroad

Australian shoe brand Ugg Since 1974 is changing its name overseas. This decision follows a nearly decade-long legal battle with Deckers Brands, the U.S. parent company of the Ugg shoe brand, which has exclusive distribution rights for Ugg shoes in over 130 countries.

The name “Ugg Since 1974” is no longer used outside of Australia and New Zealand. In international markets, the company will now operate under the new name “Since 1974”, as managing director Todd Springthorpe announced in a video on the short video platform TikTok.

The legal battle began in 2016 when Deckers Brands sued Australian Leather, the parent company of Ugg Since 1974. Deckers Brands accused them of trademark infringement by selling Ugg shoes in the US. Deckers Brands – then Deckers Outdoor Corporation – legally acquired the term “Ugg” in 1995 from Australian entrepreneur Brian Smith, the founder of Ugg Australia, who registered the trademark in 1985. Deckers Brands subsequently registered the term “Ugg” as a trademark in over 130 countries, including the USA.

There has been confusion among consumers about the Ugg brand for some time. In 2023, “Ugg Since 1974” decided to provide clarity by releasing a statement on its e-commerce site. “Ugg” – owned by Deckers Brands – can be sold in 130 countries, and “Ugg Since 1974” only in Australia and New Zealand, “where the original Ugg boots come from,” emphasizes Springthorpe.

“To avoid legal issues related to the Ugg brand overseas, we brand our products leaving Australia or New Zealand with our Since 74 logo,” Springthorpe said. He emphasizes that the core of their product remains the same. “We are the original and will remain so, regardless of what the label on our boots says,” he says. The legal dispute is not yet over.

FashionUnited has contacted Deckers Brands and Australian Leather for further information.