australiancountry.net.au 79Since 1974 off ers something special to its very important
local and international consumers.
The workshop is refreshing to observe, with a distinct
absence of conveyor belts and mass-produced products.
Instead, there’s a carefully curated collection of one-
of-a-kind leathers, the woolliest of Australian Merino
sheepskins, and sheepskin apparel being artfully crafted by
talented makers, most of whom have mastered their craft
over decades of practice and precision. All of the sheepskin
is ethically sourced from farms within Australia and New
Zealand, meaning that the supply chain starts and ends in
the region. Most customers place their order and have their
boots manufactured within 24 hours, so the product they
are receiving has been specially made, passing through
about 16 pairs of hands within the workshop alone and
crafted just for them.
“One of the biggest challenges we face is brand
confusion, as many people assume that all UGG boots are
the same and all made in Australia,” Hannah says. “The
truth is that our company is one of the only workshops
crafting in Australia, from Australian materials, and it’s
important to look for UGG Since 1974. Competition in the
UGG industry remains fi erce, with hundreds of diff erent
companies around the world now distributing cheaply
constructed, mass-produced UGG boots. Thankfully, we
continue to see such a renewed interest from people who
are taking the time to ask where products are made and
by whom, and the feedback we get about our quality and
the unique experience we off er are indicators of why we’ve
been able to turn the business around.”
“We’re intrinsically proud of the quality of products we
produce” Todd, who oversees the manufacturing process
and often completes some of the boots himself, adds. “We
use only the thickest, softest Australian Merino sheepskin
and take great care to avoid imperfections, including cutting
around naturally occurring seed holes in the sheepskin
and gluing the soles by hand with a brush. In our eyes, if it’s
not a perfect Australian product, then we may as well be
like the rest of them and our quality is the foundation for
creating a really positive Australian brand experience for
our customers.”
In addition to a bustling winter season, next on the cards
for UGG Since 1974 is the opening of a new bricks-and-
mortar store in an iconic heritage building in The Rocks in
Sydney. “We’re in the throes of the fi nal stages of planning
for our new concept store in the old Coroner’s Court on
George Street,” Hannah explains. Built in 1906, the brick and
sandstone Coroner’s Court was in use for coronial purposes
until 1971 and will shortly bring to life a Sydney home
for UGG Since 1974. Fitting for a long-standing Australian
business, the aesthetics will present a clever synergy of
local heritage, Australian elements including stone and
hardwood and, of course, the hero pieces — fi nely crafted
sheepskin and leather footwear and apparel.
“We’re really encouraging the local community to get
back on board with supporting Australian made, and that’s
particularly the case this winter,” Todd says. “Happily, we
fi nd that once people get a taste for the real deal, they’ll
spread the word and come back time again.”
With a growing online presence, UGG Since 1974
products are available to be shipped within Australia
and overseas. See more at uggsince1974.com.au and for
free shipping within Australia until July 31 2019, enter
“AustralianCountry” at the online checkout.