Australian Ugg Boot Maker Rebrands After Losing Legal Battle
Jan/20/2025
Australia’s original ugg boot maker, Ugg Since 1974, has been compelled to change its name following a protracted legal dispute with Deckers Outdoor Corporation, the US owner of the global 'Ugg' trademark. Founded in 1974, four years before the American Ugg brand, the family-run business will now operate as 'Since 74' outside Australia and New Zealand, where it retains local trademark rights. Despite losing the case, owner Todd Watts emphasized the company’s legacy and commitment to quality, declaring, “We are the original and will remain so, regardless of the label.” The lawsuit highlighted consumer confusion over similar logos and drew widespread online support, with commenters pledging to buy Since 74 boots. The case underscores the complexities of global trademark laws and the enduring appeal of ugg boots, a symbol of comfort across all brands. The following visualisation provides an overview of the 'UGG' brand portfolio owned by Deckers Outdoor Corporation, illustrating the extensive trademark assets and global reach that played a critical role in the legal proceedings.
