Iconic Aussie brand forced to change its name

An iconic Australian brand has been force to change its name after a lawsuit from an overseas company over the trademark.

An iconic Australian brand has been force to change its name after a lawsuit from an overseas company over the trademark.

Todd Watts 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 statement shared on Tuesday.

Deckers Outdoor Corporation owns the trademarks for Ugg in more than 25 countries, including the United States.

As a result, the brand will now be known as Since 74 in all countries outside of Australia and New Zealand, where the company holds the local trademark.

“We’ve been proudly making Australian boots for over five decades and three generations. We also own the trademark in Australia and New Zealand, where the boots originated — where UGG boots originated,” Mr Watts said in a video posted to TikTok.

Mr Watts, who is the grandson of founders Arthur and Faye, said it was “extremely hard” to fight a lawsuit against a multi-billion-dollar company.

In Australia and New Zealand, the brand will continue trading as UGG Since 1974. But internationally, it will be renamed Since 1974.

“We are the original and we will still be the original no matter what out label says on the back of our boots,” he said.

The lawsuit is still ongoing.

Todd Watts from UGG Since 1974 said the brand was being sued by Deckers Outdoor Corporation. Picture: TikTok

In Australia, ugg is a generic term for any sheepskin boots — that have been made since the 1930s. It was popularised by surfers in the 1960s.

UGG Since 1974 was gearing up to celebrate its 50th year in Australia.

The lawsuit began in April 2024, but it’s not the first time an Australian business has been sued over the UGG trademark.

UGG Since 1974 has been forced to rebrand outside of Australia. Picture: Instagram

Deckers was previously locked in a legal battle with Sydney-based businessman Eddie Oygur and his company Australian Leather.

Eddie Oygur, Australian Leather’s owner, told the New York Timesin 2021: “This is not just about me; it is about Australia taking back ‘ugg.’

“The trademark should never have been given in the first place to the US.

During the Australian Leather lawsuit, Deckers argued that it had legally purchased the trademark for UGG from an Australian entrepreneur in 1995.

It said American shoppers knew UGG as a brand name — rather than a generic term like Aussies used.

Mr Watts thanked Australians for their support, adding he would update people as the case went on.

news.com.au has contacted UGG Since 1974 and Deckers Outdoor Corporation.

Originally published as Iconic Aussie brand forced to change its name