Australian bootmaker UGG Since 1974 has changed its brand name overseas following a legal dispute with US company Deckers Outdoor Corporation, the result of a trademark lawsuit that began in 2016.
Todd Springthorpe revealed in a TikTok video that Deckers is suing him over his use of the "UGG" trademark. He noted that his company has been manufacturing UGG boots in Australia for over 50 years and owns the trademark in Australia and New Zealand. However, Deckers owns the "UGG Australia" trademark in 130 countries since registering it in 1995, meaning Australian manufacturers are prohibited from using the name "UGG" in overseas markets.
In Australia, 'UGG' is used as a generic noun to refer to a type of sheepskin boot, not a specific brand. It became popular among surfers in the 1960s, and various companies have used the name 'UGG'. However, an Australian entrepreneur registered the 'UGG' trademark in the US and sold it, and eventually Deckers acquired the rights, resulting in an international trademark dispute.
Ultimately, 'UGG Since 1974' decided to change its brand name to 'Since 1974' in overseas markets. "We're still making the same boots, just the name has changed, our identity has not changed," Springthorpe said.
These legal disputes are common cases in trademark disputes between large and small companies. In the past, there have been lawsuits between Apple and Prepear, Starbucks and Starbucks, and the big companies do not always win. This case also shows the reality of ongoing legal battles between global brands and independent companies.
Criticism of Deckers’ move has been pouring in on social media, with some consumers saying they will buy ‘Since 1974’ products to support the Australian brand. Many consumers have also learned from this incident that many brands are using ‘UGG’.
This ruling will force 'UGG Since 1974' to establish itself as a new brand in overseas markets, but it may also provide another opportunity through consumer interest and support.
