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.
Casual essentials with an edge, by some of menswear's coolest emerging labels.
Off-duty gear designed with a streetwear sensibility.
Laid-back basics with an edge made for living the good life
Casual essentials with attitude, from hoodies to slim sweats