The trademark dispute over the 'Ugg' name has intensified, with Deckers Outdoor Company asserting its rights over the brand outside Australia and New Zealand. The Australian company 'Ugg Since 1974' is forced to rebrand products destined for international markets, a blow to its identity after decades of operation. Founder Todd Watts highlighted the challenges family-run businesses face against multinationals, noting their commitment to maintaining the Ugg name domestically while adapting for overseas regulations. This ruling has sparked discussions about trademark protections and their implications for smaller businesses.
It's extremely hard to fight a lawsuit against a multi-billion dollar company, especially as a family-owned Australian-made business.
In Australia and New Zealand, we will always, forever, be Ugg Since 1974. But for those boots leaving our borders and heading overseas, we will transition our brand to Since 74. Nothing else changes.
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