As temperatures drop and autumn sets in, many of us will be grabbing our favourite pair of cosy winter boots. UGG remains a firm favourite due to its fleece lining and durability. But the legendary brand – which originated in Australia – has undergone a rebrand after more than five decades. This development has left fans divided, with some declaring they are “so upset” and “heartbroken,” while others back the new name.
The move comes following an extended legal dispute with American company, Deckers Outdoor Corporation. It led to the boot manufacturer – established by Sydney pair Arthur and Faye Springthorpe – “dropping those three little letters”. The company will now operate as ‘Since 1974’.
The founders’ grandson, Todd Watts, announced the development in a TikTok statement. He said: “As most of you know, my grandparents started this business over five decades ago. We’re officially dropping those three little letters. Through many challenges, triumphs, ups and downs, it’s shaped the brand into what it is today.”
He then expressed gratitude to supporters for their loyalty over the years, from purchasing boots to backing their content – and hopes peoplewill continue championing his family’s heritage under the new brand identity.
Todd continued: “Here in Australia we’ll be the same as we always have been, but outside of Australia something big is happening.”
What prompted this change?
UGG and Deckers Outdoor Corporation have been battling over ownership of the UGG trademark since 2016. Deckers purchased the copyright in the 1990s and took legal action against the Australian bootmakers for using the name.
While ‘ugg’ describes sheepskin boots generally, Americans were exclusively using it to refer to the branded footwear, argued Deckers.
Deckers emerged victorious from the legal dispute, meaning the brand will now be called Since 74 in Australia and New Zealand. As Watts indicated, the Australian firm is working towards adopting this name beyond Australia and New Zealand.
Todd observed that this transition means much of the company’s content will vanish following this alteration.
He remarked: “The name may change but the spirit doesn’t change within in… this isn’t just another chapter this is a movement. We ask you to step forward to the future with us in your ’74s.”
In footage he posted in January, Todd declared: “We are the original and we will still be the original no matter what our label says on the back of our boots.”
Supporters shocked by rebrand
One person responded to the clip saying: “74’s sounds pretty slick, not gonna lie. Can’t wait for mine to arrive!”.
Someone else commented: “I’m currently sat in Yorkshire waiting for delivery of my second pair of boots from you lovely people. Since 74 are way superior to UGG and you have a customer for life now.”
A third person expressed: “This is so upsetting omg.”
Others have pledged their support to Since 74 in the future. One person firmly stated: “I won’t buy a single UGG item. Since 74 is where I’ll be. Shipping will take time but it’s worth it.”
One surprised individual admitted: “Most of the US consumers, like myself, had no idea that we weren’t buying from the original company.”
Meanwhile, another commented: “This is insane. Wishing your company the best. UGG Australia for life.” However, some found a silver lining in the change, noting: “Positive is, it’s much easier to know which is you and which isn’t.”
