For over five decades, the term ‘UGG’ has been synonymous with the cosy, sheepskin-lined boots that have warmed the toes of Australians and international customers alike.
Despite the brand’s longstanding presence in the market, UGG Since 1974 is reportedly set to undergo a significant transformation.
In a video posted on social media, UGG Since 1974 owner Todd Watts announced that they are ‘being sued by Deckers Outdoor Corporation.’
‘We have 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…but the Deckers lawsuit has made it hard to share our story and our boots with everyone else in the world,’ he told their followers.
‘It is extremely hard to fight a lawsuit against a multi-billion dollar company, especially as a family-owned Australian-made business. Now, due to this scenario, we have decided to transition our brand to Since 74.’
While they will rebrand the company’s international presence with their new name, their original brand name, UGG Since 1974, will be retained in Australia and New Zealand.
Seeing Todd’s announcement, the community rallied behind Since 74, with supporters voicing their loyalty to the brand.
‘[I] will never buy uGg again, sorry you are going through this,’ one supporter wrote, while another added, ‘Nothing beats UGG’s, they are a superior boot. Decker needs to back down; [Australians] will always support our own.’
‘I am so sorry! Your boots are far superior. I will never buy USA UGGs,’ commented someone else.
‘This upsets me. They should not be allowed to infringe on your [intellectual property] and try to take that from you,’ opined another.
The roots of UGG can be traced back to the 1930s in Australia, where it has been the generic term for the beloved sheepskin boots. However, the landscape reportedly shifted when Australian entrepreneur Brian Smith registered the name UGG as a brand in the United States during the 1980s.
The name was later acquired and trademarked as UGG Australia by Deckers Outdoor Corporation in 1995, which has since held the trademark in over 25 countries.
Watts emphasised that their current battle is not just about boots.
‘It is about resilience. It is about community. It is about staying true to what you believe in, and most importantly, it is about you being able to have the choice to purchase what you want to purchase,’ he said.
As the lawsuit continues in Chicago, Since 74 remains hopeful.
Our YourLifeChoices readers, we invite you to share your thoughts on this issue. Have you ever had to stand by a brand you love as it faced legal challenges? How important is it for you to support local businesses?
Share your thoughts with us in the comments section.
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