Australian brand Ugg Since 1974 changes name Australian Ugg Since 1974 changes name to Since 74
15.01.2025 1871

Australian brand Ugg Since 1974 changes name

Amid an ongoing legal battle with the owner of the UGG brand, Californian Deckers, the Australian manufacturer of sheepleather boots with the common name "uggs" Ugg Since 1974 is forced to change the name of its own brand. Now the Australian company will produce its ugg boots and other models of footwear outside the Australian and New Zealand markets under the Since 74 brand.

Ugg Since 1974 owner Todd Watts, grandson of Ugg Since 1974 founders Arthur and Faye Springthorpe, shared the news on his TikTok. He said it was “extremely difficult to fight a lawsuit against a multi-billion dollar company, especially for an Australian family business.”

Watts noted that the Since 74 name is "an ode to our 50-year heritage of handcrafting Australia's most unique sheepleather boots" and does not change anything about the product going forward.

In late 2023, a controversy erupted on TikTok as users sought to find “real Uggs.” Countless videos emerged in which users compared their 2010s Uggs to Uggs they had purchased in more recent years. Some creators pointed out changes in quality and differences in design details.

And the main difference that has confused some consumers is the change in the logo of the shoe manufacturer, which is owned by American Deckers Brands, from which the word "Australia" has been removed. From this, some consumers have concluded that UGGs from Deckers are "fake" and the "real" Uggs are sold by the Australian company Ugg Since 1974.

Amid the confusion, Ugg Since 1974 posted its own explanation on its website. “We are often asked if we are the same company as Ugg,” the Australian company said in a post. “The answer is a resounding no (we are not affiliated with Ugg in any way), but those unfamiliar with Ugg’s history could easily be mistaken. We currently do not have, nor have we ever had, any affiliation or relationship with Ugg.”

The word "ugg" is commonly used in Australia as a catch-all for fleece-lined sheepleather boots. However, in the US, Australian entrepreneur Brian Smith trademarked the name as a brand in the 1980s, and court documents show that Deckers bought the name from Smith and trademarked "Ugg Australia" in 1995.

Marina Shumilina

Subscribe and follow the Shoes Report news in our official Telegram channel   

Amid an ongoing legal battle with California-based Deckers, the owner of the UGG brand, the Australian manufacturer of sheepleather boots with the common name "ugg boots" Ugg Since 1974 is forced to...
5
1
Rating

Latest News

Steve Madden buys Kurt Geiger for €347 million

The American group Steve Madden has acquired the British footwear and accessories brand for £289 million (around €347 million). The sale was carried out by London-based private equity firm Cinven, which bought Kurt Geiger…
17.02.2025 71

Adidas Fined in Turkey for Pigleather Shoes

Adidas has been fined almost 15 euros in Turkey for failing to inform customers that its Samba sneakers contained pigleather on their toes, Fashion…
14.02.2025 430

Giuseppe Zanotti Presents Sandals Collection in Sensual Photoshoot

Italian luxury shoe brand Giuseppe Zanotti, after 30 years of brand development, returns to its roots with the release of elegant, timeless models of women's shoes. The brand's new spring-summer '25 collection includes sandals, open-toe shoes,…
14.02.2025 285

STREETBEAT Releases New Sneakers For Football Fans

The silhouette of the new STREETBEAT Jogo sneakers is inspired by retro boots and the football community. The brand's team rethinks the style of football fans of the 80s and 90s and presents the new product in a photo shoot with brutal guys from a modeling agency…
14.02.2025 315

Italian sneaker brand EXTR4 at EURO Shoes

The new Italian sneaker brand EXTR4, founded by a group of young designers and fashion enthusiasts, is conquering the hearts of Europeans. Buyers in Italy and Central Europe have met the brand's lightweight, comfortable models with great interest. The first collection…
13.02.2025 1488
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning