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The Shocking Truth Behind 'UGG Since 1974': Why The Iconic Australian Brand Was Forced To Change Its Name

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As of late 2025, the story of 'UGG Since 1974' is less about sheepskin boots and more about a David vs. Goliath legal battle that has reshaped its global identity. This family-owned Australian business, which has been handcrafting its signature footwear since 1974, has been at the center of a protracted and bitter trademark dispute with the American fashion powerhouse, Deckers Outdoor Corporation, the global owner of the "UGG" brand. The outcome of this fight—a forced international rebranding—is a crucial, recent development that every consumer and fashion enthusiast needs to understand.

The name 'UGG' itself is a generic term in Australia, referring to a style of sheepskin boot. However, outside of Australia, the name is a registered trademark, leading to a complex and often confusing situation for consumers and a significant challenge for the original Australian makers. This article delves into the fascinating history, the core controversy, and the current status of the brand now known internationally as 'Since 74'.

The Core of the UGG Controversy: A Tale of Two Brands

To understand the current situation, one must first grasp the foundational difference between the two dominant players in the UGG market: the Australian-based UGG Since 1974 and the California-based Deckers Outdoor Corporation, which owns the global "UGG" trademark. This is not just a commercial rivalry; it's a dispute over cultural heritage and intellectual property rights.

The Australian Heritage: UGG Since 1974

  • Founding Year: 1974.
  • Location: Gold Coast, Queensland, Australia.
  • Ownership: A family-owned and operated Australian business.
  • Core Philosophy: Handcrafted, Australian-made sheepskin boots, focusing on traditional quality and materials.
  • Key Entity: The brand asserts its right to use 'UGG' based on the term being generic in Australia, where it originated.

The American Global Brand: Deckers' UGG

  • Founding Year: 1978 (by Australian surfer Brian Smith in California).
  • Current Owner: Deckers Outdoor Corporation (a major American footwear giant).
  • Global Status: Owns the registered trademark for "UGG" in most countries outside of Australia and New Zealand.
  • Core Philosophy: A global fashion brand, offering a wide variety of footwear, apparel, and accessories, often leveraging celebrity endorsements and fast-moving fashion trends.
  • Key Entity: Deckers acquired the UGG trademark and has aggressively defended its global rights through extensive litigation against Australian manufacturers.

The conflict escalated into a high-stakes trademark dispute that has been ongoing for years. Australian manufacturers argue that the term "ugg" or "uggs" is a common noun, a generic descriptor for a style of boot, much like "sneakers" or "sandals." However, the American company successfully trademarked the term in numerous international jurisdictions, effectively blocking Australian businesses from exporting their traditional products under the 'UGG' name.

Why 'UGG Since 1974' Became 'Since 74' for the World

The most significant and recent development in this saga is the forced name change of the Australian brand for its international sales. Following prolonged legal action and the high cost of litigation, UGG Since 1974 announced a major rebrand to ensure its survival in the global market.

The Rebranding Details:

  • New International Name: The brand is now known as 'Since 74' or 'Since 1974' for all customers outside of Australia and New Zealand.
  • Name Retention: Within Australia, the company is still permitted to use and operates under the name 'UGG Since 1974' because the trademark is not enforced there.
  • The Rationale: This strategic change was a direct response to the legal pressure from Deckers, who were targeting Australian companies for using the term 'UGG' in international trade.

This forced shift highlights the immense power of global trademark law and the difficulties faced by small, family-owned businesses when challenging large multinational corporations. The change is a clear attempt to protect the business's heritage and products while complying with international legal rulings. The rebranding ensures that international customers can still find the authentic, Australian-made product, even if the name is different. The new name, 'Since 74', cleverly retains the historical reference that differentiates it from its American competitor, emphasizing its longer history in the market.

Product Deep Dive: The Difference Between Australian-Made and Global UGG

Beyond the legal and naming complexities, the fundamental difference between UGG Since 1974 (now 'Since 74' internationally) and Deckers' UGG lies in their product philosophy, manufacturing process, and materials. These differences are key for consumers looking for quality, longevity, and origin.

Manufacturing and Quality Focus

UGG Since 1974 / Since 74: This brand strongly emphasizes its Australian-made status. Their boots are often described as being handcrafted in Australia, using high-quality, locally sourced Australian sheepskin. The focus is on traditional craftsmanship, durability, and the thick, natural wool lining that provides superior insulation. Customers often cite the longevity and robust quality of the product, with some claiming they last for years, arguably decades.

Deckers' UGG: The vast majority of Deckers' UGG products are manufactured outside of Australia, primarily in countries like China. While they use genuine sheepskin, the brand operates as a full-fledged fashion brand. Their product range is extensive, encompassing not just the classic boot but also slippers, sneakers, sandals, and apparel. Deckers' strategy involves constantly updating styles, following seasonal fashion trends, and collaborating with designers, offering a much wider variety and a more trend-driven aesthetic.

Materials and Authenticity

For purists and those seeking the original Australian product, the distinction in materials is paramount. The Australian brand provides a direct link to the original style of boot developed by Australian surfers and farmers. Entities like the Australian Sheepskin Association often advocate for the protection of these small, local manufacturers who maintain the traditional production methods.

The Australian-made boot is seen as the authentic, traditional "ugg boot," whereas the Deckers product is a globally marketed, high-fashion adaptation of the style. This difference is a major factor in the purchasing decisions of consumers who prioritize supporting small businesses and authentic Australian heritage over a global fashion label.

Navigating the Market: What Consumers Need to Know

Understanding the 'UGG' market requires recognizing the geographical and legal segmentation:

  1. In Australia: You can buy genuine, Australian-made products from UGG Since 1974 and other local manufacturers. The term 'UGG' is freely used.
  2. Internationally: If you are outside Australia and want to purchase the traditional, Australian-made boots from this specific company, you must now look for the brand name 'Since 74' or 'Since 1974'.
  3. Global Fashion UGG: The globally dominant brand, offering wide variety and fashion-forward styles, is the one owned by the Deckers Outdoor Corporation.

The recent rebranding is a victory in resilience for the small Australian business, allowing it to continue selling its heritage product globally, albeit under a new name. It represents the ongoing struggle between generic cultural terms and corporately registered trademarks. For consumers, the message is clear: if you are looking for the original, handcrafted, Australian-made sheepskin boot from the 1974-established company, search for 'Since 74' to ensure you are supporting the authentic Australian heritage of the boot.

The story of UGG Since 1974, now 'Since 74' internationally, serves as a modern cautionary tale in global brand protection and a testament to the enduring spirit of family-owned businesses fighting to preserve their history against powerful multinational corporations. Entities like the Australian government and local trade bodies continue to monitor the situation, recognizing the cultural significance of the traditional 'ugg' boot to the nation's history.

The Shocking Truth Behind 'UGG Since 1974': Why the Iconic Australian Brand Was Forced to Change Its Name
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