New Zealand brand I Love Ugly clothing exemplifies a certain beau-laid aesthetic with its legendary 5 panel hats, Zespy track pants, shirts, shoes, watches, leather goods and more. Auckland-based I Love Ugly was founded in 2011 by Valentin Ozich and Barnaby Marshall, who channeled their love of art, music and design into fashion-forward clothing for the contemporary man. The brand’s nimble, smart style of Antipodean awesome is amplified by its name; the ironic appellation of I Love Ugly is meant to underline how important it is to be proud of one’s own style and unique taste, instead of falling prey to herd mentality. I Love Ugly’s too-cool cred is well established, counting underground and established celebrities like Diplo, the Jillionaire and Lorde as fans. Take it from us, we all love ugly.
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