In a twist with many Australians shaking their heads in disbelief, a cherished homegrown brand is being compelled to rebrand itself due to a trademark dispute with an international company.

A name synonymous with authentic Australian sheepskin boots faces a legal challenge that has forced it to adopt a new identity for its international market presence.

Some fear rebranding could dilute the brand’s authenticity and deep connection to local craftsmanship. Despite the setback, the company remains determined to continue producing high-quality sheepskin products under its new name.


The roots of this iconic Aussie brand stretch back over five decades, with a rich history of crafting quality sheepskin boots that have warmed the feet of generations.

However, the brand's journey has hit a snag due to a lawsuit from Deckers Outdoor Corporation, a US shoe company that owns Ugg's trademark in more than 25 countries, including the United States.


Todd Springthorpe, representing UGG Since 1974 and the grandson of the founders Arthur and Faye, shared the distressing news in a statement.

The brand, proudly manufacturing Australian boots for over 50 years, will now be known as Since 74 in all countries outside Australia and New Zealand.

The company retains the local trademark in these countries and will continue trading under its original name.


The term 'ugg' has been a generic descriptor for sheepskin boots in Australia since the 1930s, gaining popularity among surfers in the 1960s.

By the time UGG Since 1974, 'ugg' was already the accepted term for this footwear style.

However, the trademark landscape changed when an Australian brand's uggs, distributed in the United States by an unrelated individual, saw its trademark sold and eventually acquired by Deckers Outdoor Corporation.

Deckers contends that it legally purchased the UGG trademark from Australian entrepreneur Brian Smith in 1995 and has since trademarked the name UGG Australia in 130 countries.

The company argues that in the US, UGG is recognised as a brand name, not a generic term, as in Australia.


This isn't the first time an Australian business has been embroiled in a legal tussle over the UGG trademark.

Deckers previously engaged in a legal battle with Sydney-based businessman Eddie Oygur and his company, Australian Leather.

In a statement to the New York Times in 2021, Uygur expressed that the fight was about more than just his company; it was about Australia reclaiming 'ugg.'

The ongoing lawsuit, which began in April 2024, has been a David versus Goliath scenario, with Springthorpe highlighting the difficulty of battling a multi-billion-dollar corporation.

Despite the challenges, he remained resolute, stating, 'We are the original, and we will still be the original no matter what our label says on the back of our boots.'


Springthorpe has expressed gratitude for Australians' support and promised to keep the public updated as the case progresses.

News outlets, including news.com.au, have contacted UGG Since 1974 and Deckers Outdoor Corporation for further comment.

For many Australians, the forced name change of UGG Since 1974 is more than just a rebranding; it's a cultural issue that touches on national identity and the global recognition of Australian craftsmanship.

As the legal proceedings continue, the Australian public and UGG enthusiasts worldwide will watch closely, hoping for a resolution honouring the legacy of the Aussie Ugg boot.


What are your thoughts on this trademark dispute? Have you ever owned a pair of genuine Australian Ugg boots? Share your experiences and opinions in the comments below.