UGG boots have been a fixture in Australian wardrobes for decades. However, it exploded on the fashion scene during the Millennium thanks to reality star queens and celebrities. Soon the comfortable sheep-skin boots were showing up on people’s feet from Sydney to Los Angeles and everywhere in between.
If you’ve ever owned a pair of UGG boots, you’re likely aware of their reputation for warmth, comfort, and effortless style. But behind this cosy footwear lies a legal drama that has forced one of Australia’s iconic brands to rebrand for its international customers. Read on to find out more…
What are UGG boots?
UGG boots, crafted from luxurious sheepskin, are synonymous with Australian culture and the laid-back lifestyle. Originally designed for rural workers and surfers in the 1930s, these boots gained global fame in the late 1990s, becoming a staple in wardrobes worldwide. Celebrities like Oprah Winfrey and Pamela Anderson further boosted their appeal by showcasing them as fashionable yet functional footwear.
Despite their humble Aussie origins, UGG boots have become a global phenomenon. However, most of the UGG boots sold outside Australia today are not made by Australian companies. Instead, they are produced by Deckers Outdoor Corporation, a U.S.-based company that holds the trademark to the word “UGG” in 130 countries.

The legal battle
For Australian companies like UGG Since 1974, this trademark has caused a legal and emotional struggle. Founded by Arthur and Faye Springthorpe, UGG Since 1974 has been making authentic Australian sheepskin boots for over five decades. Their grandson, Todd Springthorpe, is the man currently taking up the mantle in a nearly decade-long legal fight against Deckers Outdoor Corporation.
In a recent TikTok video, Todd shared the latest on the legal struggle. He informed global customers that all boots made by the original brand would not have “UGG” on the packaging or the shoe itself.
“We’ve been proudly making Australian boots for over five decades and three generations. We also own the trademark in Australia and New Zealand, where the boots originated — where UGG boots originated. But the Deckers lawsuit has made it difficult to tell our story.”
He referred to them as a “multi-billion dollar company”, which is difficult to fight against as a “family-owned, Australian-made” company.
How did UGG boots come to the United States?
In 1978, Country Leather — a sheepskin maker from Western Australia — began advertising outside Australia. The boots became super popular with American surfers at the time. After seeing this, Australian surfer Brian Smith and his mate Doug Jensen purchased a pair of Country Leather boots. However, they were unhappy with the brand (for whatever reason). So, they registered the “UGG” trademark in the United States and set up Ugg Imports. Doug sold his share to Brian in 1979 who went on to register Ugg Holdings Inc. In 1985, Brian registered the ram’s head logo and slogan “Original UGG Boot UGG Australia”. Brian sold the trademark in the 90s after which Deckers acquired the rights and set up the global UGG brand.

A name change overseas
After years of fighting the trademark battle, UGG Since 1974 announced that it will no longer use the UGG name for its boots sold internationally. Instead, the brand will now be known as “Since 1974” outside of its home markets.
Despite the name change, the company remains committed to its roots. In his video message, Todd assured customers that their products remain the same, proudly handcrafted in Australia with the same dedication and quality that has defined the brand for generations.
The bigger picture
This case has reignited debates about intellectual property laws and their impact on smaller businesses. For many Australians, the idea that a quintessentially Aussie product is unavailable under its original name overseas can feel like a cultural loss.
In Australia, “ugg” remains a generic term, and companies continue to produce sheepskin boots without interference. But for global customers, the legal ownership of the “UGG” trademark by Deckers has created a monopoly that blocks Australian-made boots from competing in international markets.
Supporting local
Brands like UGG Since 1974 represent a piece of Australian heritage.
While the legal battle with Deckers Outdoor Corporation continues, one thing remains clear: Australian UGG makers are determined to preserve their legacy. Even if they must do so under a different name abroad. So, when you’re shopping for UGG boots, remember to check the label.