UGG Since 1974
UGG Since 1974 is an Australian manufacturer of handcrafted sheepskin boots and accessories for women, men, and children, selling direct-to-consumer globally through its own e-commerce stores at price points ranging from approximately USD $109 to USD $490.
- Company typePrivate
- Founded1974
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What UGG Since 1974 does
UGG Since 1974 is an Australian handcrafted sheepskin boot manufacturer founded in 1974 by Arthur and Faye Springthorpe, currently owned by Todd Watts and operated from a workshop on the Gold Coast in Queensland. The company produces 100% Australian-made sheepskin boots and accessories for women, men, and children, with a portfolio of more than 50 stock-keeping units spanning core classics, specialty collections (including Boucle, Heritage, Corduroy, Camo, Embossed, Denim, and Swarovski), a medical/therapeutic line, and a custom-made boot service that is described as unique within the category. Production is handcrafted in a single Australian facility with a headcount of 11–50 employees.
The business runs a direct-to-consumer model through two owned e-commerce storefronts — uggsince1974.com.au for the Australia and New Zealand market, and since74.com for international customers, with prepaid US customs and import charges bundled into the displayed price to reduce cross-border friction. Retail pricing spans approximately USD $109 to USD $490 across the range, with limited edition and premium lines at the upper end. A factory outlet in Miami, Queensland supplements online sales, and customer acquisition is driven primarily through organic social media on TikTok, Instagram, and Facebook.
The company holds registered trademark rights to UGG Since 1974 in Australia and New Zealand, where the term "ugg" is generic, but does not hold the mark in the 130+ countries where Deckers Brands owns the UGG trademark following its 1995 acquisition for $14.6 million. A trademark infringement lawsuit filed by Deckers in April 2024 has constrained use of the "UGG" name internationally, prompting a rebranding to "Since 74" for non-Australasian markets in January 2025. The company is privately held, with no disclosed revenue, no institutional funding rounds, and no public valuation benchmarks.
UGG Since 1974 firmographics
Firmographics- Name
- UGG Since 1974
- Legal name
- Since 74
- Website
- https://uggsince1974.com.au
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UGG Since 1974 is an Australian manufacturer of handcrafted sheepskin boots and accessories for women, men, and children, selling direct-to-consumer globally through its own e-commerce stores at price points ranging from approximately USD $109 to USD $490.
- Ownership category
- akta.pro rank
UGG Since 1974 industry classification
Industry- Product category
- Sheepskin Footwear
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Casual & Lifestyle Footwear (CRAAACAB)
- akta.pro secondary industry
- Boot Manufacturing (Work/Fashion/Western/Combat) (IMAOAIAF)
Keywords
Where UGG Since 1974 is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
UGG Since 1974 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Product Sales - Sheepskin Boots: One-time purchase model for handcrafted Australian sheepskin boots and accessories. Products include women's, men's, and children's boots, slippers, slides, and limited edition collections.
- Custom Boot Orders: Bespoke custom-made boots manufactured to customer specifications at their Australian workshop
- Accessories: Sale of complementary products including care products, innersoles, bags, gloves, scarves, and dog coats
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level slippers and classics |
| Unit Pricing | Pay-as-you-go | Mid-range collections |
| Unit Pricing | Pay-as-you-go | Premium Limited Edition Collections |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
UGG Since 1974 product offering
Product offeringCore offering
UGG Since 1974 manufactures and sells handcrafted Australian sheepskin boots and slippers directly to consumers through its own e-commerce storefront and a physical factory outlet. The range covers men's, women's, kids', and baby footwear, with a custom design service that lets buyers personalize their own sheepskin boots.
Product overview
UGG Since 1974 (rebranded to Since 74 for international markets) is an Australian manufacturer of 100% Australian Made genuine sheepskin boots. The product portfolio centers on handcrafted sheepskin footwear for women, men, and children, with core boot styles available in multiple heights (Ultra Mini, Mini, Mid, Tall, Ultra Tall) and various silhouettes (Classic, Heritage, Button/Burleigh, Platform). Specialty collections include Boucle (textured wool), Corduroy, Camo, Embossed, Denim, Swarovski crystal-embellished designs, and Medical therapeutic styles. The company offers the world's only custom-made sheepskin boot service allowing personalized designs. Supporting products include slippers, slides, clogs, moccasins, halfies, and accessories (care products, bags, gloves, dog coats). All products are handmade to order in their Australian workshop on the Gold Coast.
Differentiator
Problem solved
Functional benefit
Companies that use UGG Since 1974
Customer profileSegments3 records
Ideal customer profiles1 record
UGG Since 1974 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
UGG Since 1974 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Deckers Brands (Adverse Relationship)adverse - major legal disputeDeckers Brands filed a trademark lawsuit against UGG Since 1974 in April 2024 after almost a decade of disputes over the word 'ugg'. Deckers acquired the UGG trademark in 1995 for $14.6 million and owns it in over 130 countries. This legal action forced the Australian company to rebrand to 'Since 74' for international markets while maintaining original name in Australia and New Zealand where 'ugg' is a generic term.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
UGG Since 1974 competitors and assessment
Company assessmentDirect peers
- UGG (Deckers Brands): Owns the UGG trademark in 130+ countries and is the dominant sheepskin boot brand globally; the primary competitor (and adverse party in current trademark litigation) that Since 74 must differentiate from on authenticity and provenance.
- EMU Australia: Australian-origin sheepskin boot and footwear brand selling globally across wholesale and DTC; directly comparable in target customer, sheepskin materials, casual/lifestyle positioning, and country of origin.
- Bearpaw: Mass-market sheepskin boot and slipper brand offering affordable UGG-style silhouettes; competes for the same casual sheepskin footwear consumer at lower price points.
- Minnetonka: Heritage American brand specializing in sheepskin moccasins, boots, and slippers; directly comparable product mix (suedes, sheepskin, lifestyle/casual silhouettes) and similar DTC + wholesale distribution model.
- Sorel: Iconic cold-weather boot brand offering sheepskin-lined and lined-by-shearling boots across men's, women's, and kids; directly comparable premium footwear positioning and channel mix.
- Koolaburra by UGG: Deckers-owned value-tier sheepskin and casual lifestyle footwear line; competes head-on with Since 74's classic mini/mid silhouettes at lower price points and broader retail distribution.
- Muk Luks: Affordable sheepskin-style boots and slippers brand sold primarily through mass retailers; competes for entry-level price-sensitive customers seeking sheepskin-inspired footwear.
- Acorn: Specialty slipper and sheepskin-lined footwear brand with deep US wholesale relationships; comparable on sheepskin slipper category and casual home/comfort use case.
- Dearfoams: Specialty slipper brand with growing sheepskin and boot lines; directly comparable on the slipper/accessories side of Since 74's assortment and similar mass-market price positioning.
Broad incumbents
- Hush Puppies: Established global casual/comfort footwear brand from Wolverine World Wide; broader portfolio than Since 74 but overlapping casual lifestyle positioning and similar department-store and DTC channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
UGG Since 1974 social profiles
Digital presenceUGG Since 1974 financial estimates
Financial estimateRevenue estimate
Valuation estimate
UGG Since 1974 leadership team
Management profileNumber of profiles
Profiles1 record
UGG Since 1974 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UGG Since 1974 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UGG Since 1974
What does UGG Since 1974 do?
UGG Since 1974 manufactures and sells handcrafted Australian sheepskin boots and slippers directly to consumers through its own e-commerce storefront and a physical factory outlet. The range covers men's, women's, kids', and baby footwear, with a custom design service that lets buyers personalize their own sheepskin boots.
Is UGG Since 1974 a public or private company?
UGG Since 1974 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UGG Since 1974 founded?
UGG Since 1974 was founded in 1974. It employs 11 to 50 people.
Where is UGG Since 1974 based?
UGG Since 1974 is headquartered in Brisbane, Australia, in the Oceania region.
How does UGG Since 1974 make money?
Three revenue lines are on record. Product Sales - Sheepskin Boots are the primary driver. The others are custom Boot Orders and accessories.
Who are UGG Since 1974's main competitors?
Direct peers on record are UGG (Deckers Brands), EMU Australia, Bearpaw, Minnetonka, Sorel, Koolaburra by UGG, Muk Luks, Acorn and Dearfoams. Hush Puppies is listed as a broad incumbent.
Does UGG Since 1974 have an API?
No public API is recorded for UGG Since 1974.
What industry is UGG Since 1974 in?
UGG Since 1974's product category is Sheepskin Footwear. Its primary akta.pro industry code is CRAAACAB, Casual & Lifestyle Footwear, with a secondary code of IMAOAIAF, Boot Manufacturing (Work/Fashion/Western/Combat). Its NAICS code is 45821 and its SIC code is 5661.