Australian-owned ‘original’ Ugg manufacturer forcibly rebrands

Australian-owned and family-run business Ugg Since 1974, which claims to be the one of the original manufacturers of Ugg boots, has this week completed its rebrand to Since 74, following long-running trademark battles with US-based Deckers Outdoor Corporation.

At the heart of the change lies a decades-long dispute over who can rightfully use the word “Ugg”. In Australia, it has long been used as a general term for sheepskin boots, going as far back as the 1950s when surfers popularised them as a way to warm up after the ocean.

But internationally, the story is very different.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Subscribe

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.