Legally, they can’t be called ‘uggs’ outside of Australia – but the name will stick regardless

Australian-owned brand UGG Since 1974 has announced it will change its name to “Since 74” for sales outside Australia and New Zealand.

There has been a long-running battle over the rights to use the name “ugg” to sell the iconic sheepskin boots worldwide.

This latest development follows years of legal challenges between small Australian manufacturers and American footwear giant Deckers Brands.