• People are realizing that the UGG shoes they've worn for decades may be different than they thought.
• That's because they purchased American-made UGGs — not shoes from Australian brand UGG Since 1974.
• The brands are separate companies with little in common besides their nearly identical boots.

You probably have a pair of UGG boots in your closet.

And just as likely, they're probably not the Australian-made shoes you think they are.

Leather, fur-lined boots have a history that goes back centuries, but the kind we wear today got their start in Australian surfing culture. Dubbed "uggs," an Australian slang term, the shoes were first regularly worn by surfers to keep their feet warm around the '50s.

Of course, when you hear the term in the US, you likely think of the trendy, brand-name footwear ideal for winter.

The UGG company's brown boots first became a sensation in the early 2000s, with everyone from suburban moms to celebrities like Beyoncé touting their Australian-made boots with authentic sheepskin fabrics and cloud-like linings.

And since then, various UGG styles have made a comeback thanks to Gen Z fashion fans.

However, many shoppers are now discovering that the shoes they've been wearing for decades aren't actually made in Australia. They're not created by the original ugg brand unless they were purchased from UGG Since 1974, an Australia-based company that handcrafts its products and has been around a few years longer than UGG.

UGG vs. UGG Since 1974

After sheepskin boots first became popular in the '50s and '60s, Australian couple Arthur Springthorpe and Faye Springthorpe took the shoes to another level in the '70s, according to a blog post from UGG Since 1974.

"Arthur and Faye drew on Arthur's years of experience as a wool classer in the shearing sheds of New South Wales to craft sheepskin moccasins and UGG boots, one pair at a time in our workshop, all those years ago," the brand's website says.

Though they didn't invent the term "ugg," the Springthorpes saw its potential as a business moniker and created a stable, family-run business in Australia.

And today, the brand is still going strong. You can buy its shoes at one store in Australia and around the world via its online shop.

But as UGG Since 1974 was rising to success in Australia, a competitor named UGG rose alongside them in the US.

Brian Smith, an Australian surfer and entrepreneur, founded UGG in 1978 after relocating to California.

In a 2014 interview with Forbes, Smith explained that he was looking to start a business while in school to be an accountant and found inspiration in sheepskin boots when he saw an advertisement for them in a friend's surfing magazine.

"Importing six pairs of boots as samples, I registered UGG as the trademark and settled down to be an instant millionaire," Smith told Forbes. "What I didn't know was that Americans didn't understand sheepskin like Aussies do."

Despite initial slow sales and business troubles, as Smith told the publication, the shoes eventually caught on with US surfers and professional athletes.

The US Olympic team, for example, wore UGG boots during the 1994 Winter Games in Lillehammer, Norway.

And later, celebrities grew to love the US-based UGG brand.

Oprah first featured UGG boots in her 2003 Favorite Things episode, and the shoes became a staple wardrobe piece for stars like Paris Hilton, Sarah Jessica Parker, and Kate Moss.

Deckers Brands, which owns popular footwear companies including Hoka, Teva, and Sanuk, then purchased the UGG brand in 1995.

Is there a difference? Shoppers say yes.

The fact that two major UGG brands exist is no secret.

Both companies have been around for decades, and the Australian version regularly states online that it has "no connection whatsoever, past or present, to the US company known as UGG."

However, many consumers have been entirely unaware of the similar yet different brands, which has led to a lot of confusion.

In December 2023, content creator Eliana Shiloh said in a TikTok video that she was "shook" to discover there was even a difference between UGG and UGG Since 1974 and that Deckers Brands mass-produces its UGG products with materials that aren't always from Australia. Deckers Brands did not respond to a request for comment.

In her video, which now has 2.3 million views, Shiloh said she thought the quality of the shoes she'd purchased from the brand had decreased over the years, which led her to question if she'd had UGG Since 1974 shoes as a child but bought American-made UGG boots as an adult.

As UGG Since 1974 explained in a TikTok video two days later, that's likely not the case.

"If you purchased your UGGs in the early 2000s in the USA or from the USA website, you've likely never owned a pair of our UGG Since 1974 boots," the video's narrator says. "Our UGG boots can only be purchased from one store in Australia and online through uggsince1974.com.au."

Shiloh told Business Insider that she came to the same conclusion after doing more research following her TikTok video. From now on, she plans to purchase shoes from UGG Since 1974 instead of UGG.

So, how did shoppers like Shiloh get so confused? Is there an UGG Mandela effect?

In a way, yes. UGG was once named UGG Australia, leading shoppers to believe they were purchasing shoes made in Australia with Australian materials.

The brand changed its name to UGG in 2016 when Australian ugg makers complained to the Australian Competition and Consumer Commission that the American company's branding was misleading, The Sydney Morning Herald reported.

If you bought UGGs in the early 2000s, you were likely buying UGG Australia, which is now known simply as UGG.

As for how the brands differ, that all comes down to how (and where) the shoes are made.

UGG Since 1974 says on its website that it handcrafts its shoes, and the brand wrote in a since-deleted blog post that its competitor UGG mass-produces its products "in countries such as China, Vietnam, the Philippines and other parts of Asia."

"We strictly use Australian and New Zealand sheepskin, with all of our UGG boots being handcrafted from premium A-Grade Australian or New Zealand sheepskin," UGG Since 1974 said in its post.

Meanwhile, UGG details the materials used in the product descriptions of each of its items.

One of UGG's most classic designs, for example, utilizes sheepskin and "real fur from sheep or lamb," according to the UGG website. The site says that fur "may be sourced from Australia, Ireland, the United Kingdom, or the United States" and that it is "artificially dyed and treated." Other UGG products incorporate materials such as wool and lyocell, a fabric made from trees.

Representatives for UGG Since 1974 did not respond to a request for comment. When contacted by BI for this story, UGG declined to comment on the debate and feedback surrounding its products.

Sheepskin boots and trademark disputes

UGG, UGG Since 1974, and other ugg manufacturers don't necessarily co-exist peacefully.

In May 2021, a federal appeals court rejected a case from shoemaker Eddie Oygur, who sells ugg-style shoes through his brand Australian Leather, to remove UGG's American trademark.

Oygur told The New York Times in 2021 that he felt Australia should have sole ownership of the term.

"The trademark should never have been given in the first place to the US," he told the publication.

UGG Since 1974 said in its deleted blog post that this dispute — namely the the lack of rights for Australian brands — prevents them and other brands from widely selling ugg products in other countries.

The company also said it was then "working to preserve" the ugg term for Australian businesses to use in and outside the country.

However, as of January, UGG Since 1974 said on TikTok that it had been sued by Deckers and would be rebranding to Since 74 overseas. In Australia and New Zealand, the brand says it will remain as UGG Since 1974.

So maybe you own UGGs, UGG Since 1974 boots, or another dupe entirely.

But whatever you've got on your feet, the shoes likely have a deep, complicated history that's enough to make you say "ugh."

• An Australian ugg-boot company has rebranded as Since 1974 after a legal battle with a US giant.
• Deckers Outdoor Corporation owns the Ugg trademark in more than 130 countries.
• For many Australians, "ugg" is a generic term for sheepskin boots rather than a brand name.

An Australian ugg-boot company has changed its brand for foreign customers following a lengthy legal battle with an American rival.

Ugg Since 1974 is owned by Australian Leather and was sued by Deckers Outdoor Corporation for its use of "ugg."

Now, after almost 10 years since the legal battle began, it's been forced to rebrand as Since 1974 for customers outside Australia.

The American brand Ugg, founded in 1978, was acquired by Deckers Outdoor Corporation in 1995 for $14.6 million. Ugg sells the products most US consumers associate with the term "ugg boots."

But in Australia, "ugg" is more a generic term for a style of sheepskin shoe first popularized by surfers since the 1960s than a brand name.

Dozens of companies in Australia and New Zealand have trademarks containing the word "ugg," which is why many in the region take issue with Deckers' ownership of the trademark in more than 130 countries.

Australian Leather brought a lawsuit to remove a trademark for "ugg" and keep it as a generic term.

"This is not just about me; it is about Australia taking back 'ugg,'" Eddie Oygur, the owner of Australian Leather, told The New York Times in 2021. "The trademark should never have been given in the first place to the US."

But the case was rejected by a federal appeals court that year.

Todd Watts, the owner of Since 1974, announced the rebranding on his TikTok account on Monday.

"We've been proudly making Australian boots for over five decades and three generations, and we also own the trademark here in Australia, New Zealand, where the boots originated, where ugg boots originated," Watts said. "But the Decker lawsuit has made it hard to share our story and our boots with everyone else within the world."

Watts added it was "extremely hard to fight a lawsuit against a multibillion-dollar company, especially as a family-owned Australian-made business."

The video has amassed 2.4 million views and generated passionate responses from some customers. Some said they didn't know there were so many companies making ugg boots, and others said they would order only from Since 1974 now.

"I've been telling everyone to only buy Ugg since 1974 and NOT US Ugg. ❤️" one viewer wrote.

"I always wondered how Uggs were sold so cheaply and now I know why!" wrote another, echoing other viewers' thoughts that Since 74 sold higher-quality products. "Will buy me a pair of Since 74s from now on!"

Watts said in his video that nothing would change except the brand's name.

"Our roots are still the same, our quality is still the same, the product is still the same, and more importantly, our story is still the same," he said. "We are the original, and we will still be the original no matter what our label says on the back of our boots. It isn't just about boots, it's about resilience."

Deckers is valued at $31 billion after its stock soared 70% in the past 12 months. It also owns brands such as Hoka and Teva.

Deckers Outdoor Corporation and Since 74 didn't immediately respond to requests for comment.

Correction: January 14, 2025 — An earlier version of this story misstated the year Deckers Outdoor Corporation acquired Ugg. It was 1995, not 2005.