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…

The Express Tribune

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Australian Brand Forced to Remove 'Ugg' From Name After Trademark Battle With American Competitor

Todd Springthorpe from UGG Since 1974 said the brand was being sued by Deckers Outdoor Corporation — a US shoe company — over the trademark to the word UGG in a video posted to TikTok on Tuesday.

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Australian ugg retailer forced to change its name over US shoe giant

“UGG Since 1974,” the Australian brand renowned for its iconic sheepskin footwear, is rebranding as “Since 74” in all countries outside of Australia and New Zealand.
This change comes after a protracted legal dispute with Deckers Outdoor Corporation, a U.S. fashion giant that holds the “UGG” trademark in 130 countries.
The Australian “UGG Since 1974” will continue to use its original name in Australia and New Zealand, where it holds local rights…

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Iconic Australian ‘UGG’ Boots Forced to Rebrand After Losing Trademark Battle to US Giant

Deckers Outdoor Corporation owns the UGG trademark in many countries.Mike Kemp/In Pictures/Getty ImagesAn Australian ugg boot company has rebranded to "Since 1974" after a legal battle with a US giant.Deckers Outdoor Corporation owns the UGG trademark in more than 130 countries.Many Australians say "ugg" is a generic term for sheepskin boots rather than a brand name.An Australian ugg boot company has changed its brand for foreign customers follo…

Business Insider

Australian ugg boot maker forced to rebrand after trademark battle with American rival

UGG Since 1974 has been forced to change its name when shipping overseas after being sued for using the name by the American Ugg.

Dawn

Dawn Media Group

Australian brand forced to remove ‘ugg’ from name after legal battle with American rival

‘It’s extremely hard to fight a lawsuit against a multi-billion dollar company, especially as a family-owned, Australian-made business.’

7NEWS Australia

Kerry Stokes

Australia

Iconic Australian brand forced to change name amid legal fight with American giant

Australian-owned brand UGG Since 1974 has announced it will change its name to “Since 74” for sales outside Australia and New Zealand. There has been a long-running battle over the rights to use the name “ugg” to sell the iconic sheepskin boots worldwide. This latest development follows years of legal challenges between small Australian manufacturers and American footwear giant Deckers Brands. While courts in the United States have ruled “ugg” c…

The Conversation

Legally, they can’t be called ‘uggs’ outside of Australia – but the name will stick regardless

In a TikTok video posted on Tuesday, Todd Springthorpe, managing director of UGG Since 1974, explained that the company had been sued by Deckers Outdoor Corporation, a U.S.-based footwear giant.

IBTimes Australia

IBT Media

UGG Since 1974 Forced To Rebrand Abroad Amid Trademark Dispute

While the brand will retain its original name locally, its international identity will change due to a lawsuit by US fashion giant Deckers Outdoor Corporation. 
UGG Since 1974, the Australian boot brand renowned for its iconic sheepskin footwear, is rebranding as “Since 74” in all countries outside of Australia and New Zealand. This change comes after a legal dispute with Deckers Outdoor Corporation, a U.S. fashion giant that holds the “UGG” tra…

Australian National Review

Australian National Review - Iconic Australian Brand Forced to Rebrand After Losing Trademark Battle

An Australian-owned footwear company is changing its name amid a lawsuit with Deckers Brands and its Ugg label. According to a TikTok posted by Ugg Since 1974 owner Todd Watts, the ongoing lawsuit with Deckers, which owns the Ugg trademark and brand,  has “made it hard” to share the company’s story and boots with everyone in the world. Watts, who is the grandson of founders Arthur and Faye Springthorpe, said it was “extremely hard to fight a law…

Australian Brand Forced to Remove 'Ugg' From Name After Trademark Battle With American Competitor

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