Trademark Dispute Forces Australian Ugg Retailer to Rename
In a dramatic turn of events, the iconic Australian brand UGG Since 1974 is being forced to change its name due to a nearly decade-long legal battle with the US-based Deckers Outdoor Corporation over the trademark to the word UGG. The brand, known for its high-quality Australian boots, will now be known as Since 1974 when shipping overseas, according to a video posted by Todd Springthorpe, the grandson of the founders, on TikTok earlier this week.
Struggle Against a Multi-Billion-Dollar Company
Todd Springthorpe expressed the brand’s pride in creating Australian boots for over five decades and three generations. Despite owning the trademark in Australia and New Zealand, where the boots originated, the ongoing lawsuit from Deckers has made it challenging for UGG Since 1974 to share its products with people outside of these regions. Springthorpe highlighted the difficulty of fighting against a multi-billion-dollar company and the emotional toll it has taken on the brand.
Historical Context and Legal Battle
The term “ugg” has been a generic term for sheepskin boots in Australia since the 1930s and gained popularity among surfers in the 1960s. However, Deckers argued that it legally purchased the UGG trademark from Australian entrepreneur Brian Smith in 1995, leading to the creation of UGG Australia as a brand name. The trademark dispute began in 2016 when Deckers sued Australian Leather, the owner of UGG Since 1974, for copyright infringement.
Deckers claimed that American consumers recognized UGG as a brand name rather than a generic term, unlike Australians. The legal battle is ongoing, with Australian Leather’s owner, Eddie Oygur, calling for Australia to reclaim the term “ugg.” He criticized the initial trademark transfer to the US and emphasized the importance of preserving Australia’s heritage in the footwear industry.
Unwavering Commitment and Resilience
Despite the challenges and the impending name change, Todd Springthorpe reassured supporters that the brand’s values and commitment to quality would remain unchanged. He expressed gratitude to Australians for their support and pledged to keep them informed as the legal proceedings unfold. The story of UGG Since 1974’s fight against a corporate giant serves as a reminder of the resilience and determination of small businesses in protecting their heritage and identity in the face of legal battles.