Australian-owned ‘original’ Ugg manufacturer forcibly rebrands
Australian-owned and family-run business Ugg Since 1974, which claims to be the one of the original manufacturers of Ugg boots, has this week completed its rebrand to Since 74, following long-running trademark battles with US-based Deckers Outdoor Corporation.
At the heart of the change lies a decades-long dispute over who can rightfully use the word “Ugg”. In Australia, it has long been used as a general term for sheepskin boots, going as far back as the 1950s when surfers popularised them as a way to warm up after the ocean.
But internationally, the story is very different.
Yeah we all know that UGG originated in Australia…… The American ones are cheaply made poor quality crap n though they might call them UGG boots they definitely only that by a name anyone who thinks American ones are even close to the quality of the originals is retarded
The Australian manufacturers are silly. They cling to the name Ugg although they keep losing their money fighting lawsuits. All they had to do was band together, choose a new better name that would reflect the uniquely Australian nature of the high quality boots, and beat Decker with higher quality boots. Something like Made in Australia Sheepskin Boots that the sleazy US company can’t just scoop.
This is such a joke. Ugg should be a name that has region exclusivity in the same way champagne, sherry, etc has. Australia produces the best wool in the world so it stands to reason our Ugg boots are the best.
This surely an opportunity for Australians to do what we do best and band together against the Americans to innovate and win. This could be an America’s Cup moment. We are already so experienced at renaming our icons with good humour (see danger noodle, budgie smugglers etc) can we not just collectively rename our icon, legally enshrine the new words usage as tightly as ANZAC biscuits and take back what’s ours!?
What should we rename them too? Perhaps this is one for Gruen, if they haven’t already covered it. But for my mind, as a media type, I’d happily cozy up in a warm pair of ‘Floggs’. You know… from Fleece Cloggs. Totally just a coincidence that the new name happens to aptly describe the US lawyers and their client.
Russell Coight is naturally first vote as ambassador.
Why doesn’t he change his personal name to UGG,as legally you are allowed to use your own name.
If the use ‘your own name’ was true, we’d still have Coon cheese. So maybe not.