“I’ll be going to Australia to buy some Uggs.”

Beloved Australian sheepskin shoe model UGG Since 1974 drops the “three little letters” within the United States following authorized points with the American trademark holder.

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Why is the unique UGG model altering its title?

In a TikTok posted on Aug. 26, the grandchild of UGG Since 1974’s founders, Todd, declares the title change.

“We’re officially dropping those three little letters,” he says. Todd clarifies that the branding is not going to change outdoors of the United States.

“Here in Australia, we’ll still be the same as we always have been. But outside of Australia, something big is happening,” he says, noting that content material produced previous to the rebrand could also be faraway from the model’s social media accounts.

Deckers Outdoor Corporation, the proprietor of the U.S. “UGG” trademark, beforehand sued the Australian enterprise in 2016.

The Australian model argued that “ugg” is a typical phrase for sheepskin boots, and shouldn’t be trademarked by itself.

Now, the shoe model goes by “Since 1974,” dropping the “UGG.”

@uggsince1974 We are formally dropping these 3 little letters. We can’t thanks sufficient on your assist as we rebrand to Since 74. Some of our most cherished movies are about to vanish, so if you happen to’ve saved our outdated movies, prepare to avoid wasting new ones. #since74 #74 #australianmade #handmade #winterfashion ♬ authentic sound – UGG Since 1974

How did consumers react to the rebrand?

In the feedback, followers of the unique shoe model categorical their frustration with the American trademark holders.

“UGG USA should be ashamed of what they did,” one writes.

“It is a joke that the original founder must give up his name in favor of a fake from the USA,” one other says.

Others say they are going to not assist the U.S. model.

“I will ONLY buy from Since 74. UGG USA,” a commenter says.

“Most of the US consumers, like myself, had no idea that we weren’t buying from the original company. We feel duped by them,” one other writes.

“This is so sad. Anyway, I’ll be going to Australia to buy some Uggs,” a 3rd provides.

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