I Love Ugly

Closed Permanently

I Love Ugly has been serving Melbourne’s bucket-hat toting boys for a long time now – although only online. Now you can fanboy over I Love Ugly IRL.

The brand has achieved a lot since its creator, Valentin Ozich, started printing his artworks onto clothes in New Zealand back in 2008. Its Melbourne flagship is the label’s second overseas venture after its LA store launched in July last year.

Here, the store seems right at home. It’s dripping in black, punctuated by a light-coloured wooden floor and its signature in-store light fixtures – one being a squiggle, and another a light box with the words: “If you imagine less, less will be what you undoubtedly deserve.”

It’s been a coveted label for years, specialising in a blend of sportswear and relaxed luxury with finesse. You’d be remiss not to include New York’s Mark McNairy, Tokyo’s Mr Bathing Ape, or Denmark’s Wood Wood in a list also containing I Love Ugly, though without the same price tags. ILU’s staples include five-panel caps, its trademark Zespy pants (fitted drop-crotch pants), plus a litany of tees and crews.

So next time you find yourself scratching your head over what to get the Drake-fan in your life, your solution has finally arrived.

Updated: August 31st, 2017

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