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Choosing UGG Since 1974 isn’t about a bargain buy; it’s a considered choice. One that values timeless designs, handmade craftsmanship and honest materials.
“It’s part of our coastal DNA,” says owner and director Todd Watts. “My grandparents wanted to create boots that honoured that heritage while delivering uncompromising comfort and quality. That philosophy hasn’t changed in over 50 years, and it never will.”
Todd’s grandparents, who started the business in 1974 when mass production was becoming the norm, stuck to a simple belief: if you’re going to make something, make it right.
“Our real difference is that we refuse to compromise,” says Todd.
“Every pair is handmade to order, which means when you buy from us, your boots are literally being crafted specifically for you. We don’t have warehouses of stock. We don’t use synthetic materials, and we don’t rush the process.”
The Gold Coast has been fundamental to UGG Since 1974’s evolution, with tourism amplifying growth.
“We had multiple retail stores where customers could order custom-made boots one day, and we’d make and deliver them the next,” says Todd.
“This same-day turnaround service was something no one else offered, and it set the foundation for the handcrafted operation that now serves our worldwide online orders.”
Beyond the product itself, Todd is proud of the community they’ve built. Customers aren’t just buyers; they’re advocates.
“A customer came into our workshop with her original pair of boots from the 1980s that were over 20 years old,” he says.
“She’d had them re-soled twice and they were still her favourite shoes, and she just wanted to show us that our work had stood the test of time.”
“That moment crystalised everything for me. It wasn’t about sales or business metrics; it was about the fact that something we created had become part of someone’s life story.”
Our real difference is that we refuse to compromise …
“We listen to our customers,” says Todd. “When we ideate a new product or design, it goes through rigorous internal discussion. Does it align with our heritage? Is it genuinely better or just different for the sake of novelty? Can we execute it with the same quality standards? If the answer to any of these is no, we don’t do it.”
While picking his favourite pair of Uggs is akin to asking a parent to picking their favourite child, Todd is a fan of the Men’s Charlie Clogs.
“They might look like grandpa shoes, but they are the comfiest footwear around,” he says. “I wear them religiously, day and night, through the colder months. I have an indoor pair for home and an outdoor pair for when I’m out and about.”
While staying true to their Australian roots, the brand has been exploring new global markets. Shipping worldwide, they have seen an incredible response from customers in the United States, United Kingdom, Canada and beyond.
“There’s a genuine appetite for authenticity and quality,” says Todd.
“I think it’s important for people to understand that choosing UGG Since 1974 isn’t just a purchase, it’s a decision about what you value.
“We’re not the cheapest option and we never will be. But we’re honest about that and everything else including our materials, our process, our story and our limitations.”
“My challenge to anyone reading this is: ask yourself what you’re really looking for in the products you buy. Are you looking for the cheapest option or the best option? Because those aren’t always the same thing.
“We think we’re the best option for boots that’ll be with you for decades.”
One thing is clear: UGG Since 1974 is here for the long game.
“The future is about doing more of what we do best,” says Todd.
“Which is making exceptional boots with integrity, building genuine relationships with our customers and protecting the craft that defines us.”
Headquarters and Workshop: 23 Christine Avenue, Miami QLD, Australia
