I Love Ugly, Melbourne’s new addition

By Aleczander Gamboa. 

They obviously have a different take on brand names in New Zealand. Based in Auckland, I Love Ugly is finally opening its doors to Melbourne, with their first Melbourne store opening in Russell Place.

If you are unfamiliar with the brand, the first thing you’re wondering about is the name. Indeed, a label called I Love Ugly is something that would definitely turn heads and raise eyebrows.

But the beauty in such a unique name is the irony behind it. Founder Valentine Ozich believes that the terms “beauty” are “ugly” are purely personal and subjective. Hence the use of “I Love Ugly” – the brand is all about taking pride in one’s differences and embracing our unique stylistic preferences. Simply put, beauty is in the eye of the beholder.

As for the collection itself, the brand has quite the selection – from military pants, suit jackets, and baseball caps to sophisticated eyewear, leather goods and even cologne. It’s a combination of street wear with a hint of classy edginess that would perfectly suit refined gentlemen and fashion newcomers alike. As the brand likes to convey to its customers, “if you imagine less, less will be what you undoubtedly deserve”. So with that said, you might as well think big and treat yourself am I right?

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