UGG Since 1974

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.

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

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

• Sheepskin boots
• Handcrafted footwear
• Australian made boots
• Custom sheepskin boots
• Leather slippers

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. Custom Boot Orders: Bespoke custom-made boots manufactured to customer specifications at their Australian workshop
3. Accessories: Sale of complementary products including care products, innersoles, bags, gloves, scarves, and dog coats

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Deckers Brands (Adverse Relationship)adverse - major legal disputeOthers · 1 April 2024Deckers 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

Direct 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

• YouTubeyoutube.com/channel/UC2CspTloMDq1RocxdcphvsA
• Facebookfacebook.com/UGGSince1974
• Instagraminstagram.com/since74_official
• Xx.com/UGGSince1974
• LinkedInlinkedin.com/company/ugg-since-1974

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UGG Since 1974