Iconic Australian ‘UGG’ Boots Forced to Rebrand After Losing Trademark Battle to US Giant

While the brand will retain its original name locally, its international identity will change due to a lawsuit by US fashion giant Deckers Outdoor Corporation.

UGGs on display in New York City on Dec. 6, 2017. Brian Ach/Getty Images

“UGG Since 1974,” the Australian brand renowned for its iconic sheepskin footwear, is rebranding as “Since 74” in all countries outside of Australia and New Zealand.

This change comes after a protracted legal dispute with Deckers Outdoor Corporation, a U.S. fashion giant that holds the “UGG” trademark in 130 countries.