Australian ugg boot manufacturer, UGG Since 1974, has announced a major rebranding for its international markets following a protracted legal battle with the U.S. company Deckers Outdoor Corporation.
The dispute revolves around the term “ugg,” which is considered a generic term in Australia and New Zealand for sheepskin boots but is a registered trademark owned by Deckers in more than 130 countries.
Deckers filed the lawsuit with UGG Since 1974 on April 19, 2024, in United States District Court for the Northern District of Illinois Eastern Division.
While Australians have long referred to sheepskin boots as “uggs,” Deckers’ ownership of the trademark outside Australia has led to significant restrictions on the use of the term internationally.
A New Name for Global Markets
UGG Since 1974 will now operate under the name “Since 1974” in markets outside Australia and New Zealand. The company emphasized that despite the name change, its commitment to crafting high-quality sheepskin boots remains unwavering.
“This decision was not made lightly,” a spokesperson for the company stated. “While we strongly believe in the heritage and authenticity of our products, we must also respect the realities of international trademark laws.”
Implications for Australian Manufacturers
This case highlights the disparity in trademark protection between regions. In Australia, “ugg” is a generic term that cannot be trademarked, allowing multiple manufacturers to use it freely.
However, in international markets, Deckers’ trademark ownership creates significant hurdles for Australian businesses attempting to expand globally.
Legal experts suggest that this case serves as a cautionary tale for other Australian companies. “It’s crucial for businesses to understand the trademark landscape of their target markets before expanding internationally,” said a Sydney-based intellectual property lawyer.
Maintaining Australian Roots
Despite the challenges, UGG Since 1974 is optimistic about its future. The company plans to leverage its reputation for quality craftsmanship and its roots in Australia’s sheepskin boot tradition to distinguish itself from competitors in the global market.
“Our boots are handmade with care in Australia, and that’s something no trademark can take away from us,” the spokesperson added.
Broader Industry Impact
The case has reignited debate about the fairness of international trademark laws, particularly for small and medium-sized enterprises (SMEs) in countries where certain terms are considered generic.
Many in the industry are calling for reforms that would better protect local manufacturers from being overshadowed by multinational corporations.
As UGG Since 1974 embarks on its new chapter under the name “Since 1974,” the company hopes to inspire other Australian businesses to adapt and thrive despite legal and market challenges.
The rebranding marks the end of one chapter but also the beginning of another in the company’s storied history.
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