By Alexandra Sherlock 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” can be used by brands in Australia and New Zealand, where it has become a generic name for sheepskin boots, Deckers own the rights to use ugg internationally. They are now pursuing UGG Since 1974 for using the name. UGG Since 1974 is an established maker of the boots, predating establishment of the Deckers brand.
But locally, uggs are made – and advertised as uggs – by many small Australian manufacturers. Ugg boots are widely understood to have been invented in Australia. They made their first documented appearances on surfers’ feet in the 1950s.
By the 1970s, they were commonplace across Australia. In 1981, ug (with one “g”) made its way into the Macquarie Dictionary as a generic term for sheepskin boots. Over the years, they have become an internationally recognised Australian icon.
In late 1970s, Australian entrepreneur Brian Smith took the style to California before registering the name as a brand in the United States. Deckers later bought the rights from Smith and trademarked it as “UGG.