17 January 2025
Background and Dispute
UGG Since 1974, a long-standing Australian business known for crafting sheepskin boots, is embroiled in a legal battle with Deckers Outdoor Corporation, a U.S.-based company. Deckers owns the trademark for “UGG” in over 130 countries, including the United States. The dispute revolves around whether UGG Since 1974’s use of the term “UGG” in global markets violates Deckers’ intellectual property rights.
While “UGG” is considered a generic term for sheepskin boots in Australia – (there are over 240 co-existing Australian registrations covering footwear), Deckers has trademarked it internationally, arguing that its exclusive use prevents consumer confusion and protects the brand’s reputation. UGG Since 1974, however, asserts that they have been making authentic, handcrafted Australian ugg boots long before Deckers registered the trademark, emphasizing the term’s heritage significance in Australia.
Rebranding to “Since 74”
Considering the legal challenges, UGG Since 1974 has opted to rebrand itself as “Since 74” for markets outside Australia and New Zealand. This move allows the company to comply with Deckers’ trademark while continuing to market their products abroad. Within Australia and New Zealand, the term “UGG” remains generic, and UGG Since 1974 retains the right to use the name domestically.
Implications and Broader Context
This case highlights the broader tension between Australian ugg boot makers and Deckers over the term’s use. Many Australian businesses argue that “UGG” represents a generic and traditional term for sheepskin boots, whereas Deckers has turned it into a lucrative global brand. This trademark conflict raises questions about the balance between preserving cultural heritage and adhering to international intellectual property laws.
The outcome of this dispute may significantly impact other Australian manufacturers looking to expand globally while using the term “UGG.” It also underscores the challenges small, heritage-based businesses face in navigating complex trademark regulations across jurisdictions.
