PUBLISHED
January 15, 2025
Australian sheepskin boot brand UGG Since 1974 has revealed plans for a major international rebranding after a drawn-out legal showdown with U.S.-based Deckers Outdoor Corporation.
UGG Originals
The heart of the conflict lies in the word “ugg,” which Australians and New Zealanders have long used as a generic term for sheepskin boots. However, Deckers holds a trademark for the term in over 130 countries, sparking significant legal hurdles for the Australian manufacturer outside its home turf.
A Battle Spanning Nearly a Decade
The trademark dispute, which has dragged on for nearly ten years, highlights just how tricky navigating international trademark laws can be. While Australians see “ugg” as a common term, Deckers’ global trademark ownership has effectively restricted its usage for businesses like UGG Since 1974 trying to expand overseas.
@uggsince1974 We’re being sued by Deckers Outdoor Corporation – you know them as UGG with the big G in the middle. Watch the whole video for the details. We can’t thank you enough for welcoming our SINCE 74 mark with open arms. SINCE 74 is an ode to our heritage, handcrafting the world’s most bespoke Australian made sheepskin boots for 50 years. More information to follow. Stay tuned and be sure to sign up to our mailing list for our major updates. #uggsince1974
A New Identity for International Markets
UGG Since 1974 has rebranded as “Since 1974” for all markets outside of Australia and New Zealand. This decision, while difficult, reflects the company’s understanding of international legal realities.
“This decision was not made lightly,” a company spokesperson shared. “While we strongly believe in the heritage and authenticity of our products, we must also respect the realities of international trademark laws.”
Despite losing its iconic name for global markets, the brand is holding tight to its reputation for crafting high-quality sheepskin boots.
The Challenges for Australian Businesses
This case underscores the disparity in trademark laws across regions. In Australia, “ugg” is treated as a generic term, allowing local manufacturers to use it freely. But outside the country, Deckers’ trademark creates a significant roadblock.
Trademark experts see this as a cautionary tale for Australian companies looking to expand abroad. A Sydney-based intellectual property lawyer advised, “It’s crucial for businesses to understand the trademark landscape of their target markets before expanding internationally.”
Staying True to Australian Craftsmanship
Even with the rebranding, the company remains optimistic. UGG Since 1974 is determined to build on its legacy of top-notch craftsmanship and the rich tradition of Australian sheepskin boots.
Comparison of UGGs
“Our boots are handmade with care in Australia, and that’s something no trademark can take away from us,” the spokesperson emphasized.
A Call for Change in Trademark Laws
This case has sparked fresh debate about the fairness of global trademark systems, especially for small and medium-sized enterprises (SMEs) in countries where some terms are considered generic. Many are calling for reforms to better protect local businesses from the overwhelming dominance of multinational corporations.
As “Since 1974” kicks off its new journey, the brand is channeling its challenges into a story of resilience, inspiring other Australian businesses to adapt and flourish against the odds.
