Iconic shoe brand is changing name after 50 years and customers are 'so upset'
A world-famous shoe brand is making a big change to its name following a trademark clash with a US rival – and shoppers are seriously sad about the adjustment
As the weather gets colder and autumn arrives, many of us will be reaching for our favourite pair of warm, winter boots. And UGG is always a popular choice thanks to its fluffy-lined and durable footwear.
However, the iconic brand – which was founded in Australia – has now had a name change after more than 50 years. This has left fans feeling "so upset" and "heartbroken" about the adjustment.
The decision follows a lengthy court battle with an American multimillion-dollar company. It resulted in the boot company, founded by Sydney couple Arthur and Faye Springthorpe, "dropping those three little letters". Controversially, it will now go by 'Since 1974'.
The grandson of the founders, Todd Watts, shared the news in an announcement on TikTok. He said: "Hey guys, I'm Todd and 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 went on to thank fans for their support throughout the years, from buying boots to supporting their content - and hopes people will continue to support his family's legacy with the new brand name.
Tod added: "Here in Australia we'll be the same as we always have been, but outside of Australia something big is happening...we are dropping those three little letters."
Why has this happened?
UGG and Deckers Outdoor Corporation have been fighting over the ownership of the UGG trademark since 2016. However, Deckers owned the trademark and sued the Australian boot makers over their use of the name.
Their argument was that while 'ugg' is a word used to describe sheepskin boots, Americans were only using it in reference to the branded boot.
Deckers won the legal battle, meaning the brand in Australian and New Zealand it will be known as Since 74. As Watts suggested, the Australian company are working on changing to the name outside of Australia and New Zealand.
Todd noted that this means a lot of the company's content will disappear following this change. He said: "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 a video he shared back in January, Todd added: "We are the original and we will still be the original no matter what our label says on the back of our boots."
Fans stunned by name change
One commented on the video and said: "74's sounds pretty slick, not gonna lie. Can't wait for mine to arrive!".
Another said: "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."
And a third added: "This is so upsetting omg."
Others said they will be throwing their support behind Since 74 going forward. One individual insisted: "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 shocked individual said: "Most of the US consumers, like myself, had no idea that we weren't buying from the original company."
Meanwhile, another said: "This is insane. Wishing your company the best. UGG Australia for life."
However, others pointed out some positivity in the change. They said: "Positive is, it's much easier to know which is you and which isn't."
The Mirror have contacted Deckers for a comment.