Australian-owned brand UGG Since 1974 has said that it would be changing its name to “Since 74” for sales outside Australia and New Zealand, amid an on-going trademark lawsuit with American footwear company Deckers Outdoor Corporation.

UGG Since 1974 CEO Todd Watts announced the rebrand in a TikTok video earlier this week, saying that it had been “extremely hard” to fight a lawsuit against the multi-billion dollar company as a family-owned business.

"We've been proudly making Australian boots for over five decades and three generations, and we also own the trademark here in Australia and New Zealand, where the boots originated—where ugg boots originated," said Watts, urging viewers to support the company's new name as it represented resilience and community.

From Cozy to Courtroom: The Trademark Tug-of-War
UGG Since 1974 is not the only company to be sued by the $50 billion American retail giant. Over the years, Deckers has been embroiled in legal battles with many small Australian manufacturersover the rights to use the name “ugg” to advertise the boots. 

While brands in Australia and New Zealand use the word “ugg” as a generic term to refer to sheepskin boots, the trademark for UGG is owned by Deckers in over 25 countries across the globe. As a result, Australian manufacturers have been prohibited from using “ugg” to market their boots overseas.

In 2016, a small Sydney-based business, Australian Leather, was sued by Deckers for selling 12 pairs of ugg boots online to American customers. Owner Eddie Oygur lost the case and was subsequently ordered to pay over $3 million in fines and legal fees. 

UGG Origins: A Tale of Two Cities
Over the years, the core of the debate has been whether “ugg” refers to a specific brand or a style of sheepskin boots. The dispute stretches back to the 1970s, when Australian surfer Brian Smith took the style to California, where he eventually founded Ugg Holdings Inc, trademarking “UGG” in 25 countries. In 1995, Smith sold the company to Deckers, which went on to become the biggest seller of sheepskin boots worldwide. 

However, Smith was not the first inventor of ugg boots, nor has he ever claimed to be; in fact, the shoes had already been in production in Australia long before becoming a global sensation. 

According to Stephanie Mortel, president of the Australian Sheepskin Association (ASA), ugg boots have existed for the better part of a century, having first been created during World War I for pilots sitting in open cockpits. By the 1970s, the boots had become commonplace across Australia, with “ugg” becoming a household name. In 1981, the word ug (with one “g”) was listed in the Macquarie Dictionary as a generic term for sheepskin boots.

On the other hand, Deckers argues that Americans recognize "ugg" as a brand name rather than a generic term. The company has registered the UGG trademark in over 100 markets, with the only regions not allowing its ownership being Australia and New Zealand.

UGG-ly Makes a Comeback
While ugg boots were a staple of the early 2000s, the iconic sheepskin footwear has made a comeback in recent years. The 2020’s brought back both the Y2K aesthetic as well as the ugly fashion movement, and with it, uggs. 

In September 2022, both Gigi and Bella Hadid were photographed wearing in UGG's classic ultra mini platform boots. In November of the same year, Hailey Bieber was spotted in Ugg’s Neumel platform boots. The ugg boot momentum has only snowballed since then, with Deckers reporting a 16% increase in net sales in Q3 2024, amounting to a record-breaking $1.560 billion in revenue. 

With the rise of social media, the boots have only gone more viral—and with it, so has the controversy, sparking online debates about trademark ethics and the importance of protecting cultural heritage. 

Many have flocked to TikTok and Instagram to join the discussion, as some voiced their support for the family-owned UGG Since 1974, while others expressed surprise that there were more than one UGG brand at all.

The Future of UGG
As disputes over the UGG branding continue to unfold, one thing remains clear: the enduring appeal of UGG boots is undeniable, serving as a symbol of comfort and style that transcends all labels.

As Todd Watts emphasized, “This brand doesn't change who we are, what we believe in—our roots are still the same, our quality is still the same, the product is still the same, and more importantly, our story is still the same.”

Regardless of the name on the label—whether it be UGGs or Since 1974—these boots will continue to resonate with consumers around the world, reflecting their rich cultural heritage and commitment to craftsmanship. This resilience in the face of challenges ensures that this iconic footwear will remain in the fashion zeitgeist for years to come.