New Zealand-based menswear brand with an ugly twist

22^nd June 2013

Ben MacDonald

Ben MacDonald

22 June 2013

With a mission to create some of the best products in the world, New Zealand-based menswear brand I Love Ugly provides gentlemen with quality-driven yet classical pieces for an independent mind. With the brand’s ethics striving to make men look good by creating idyllic-tailored garments with an in-house twist on typical menswear aesthetics, the constant influences digested within the collections evoke the pleasures of music and art collated with the fashion canvas, probing at innovative technicality, conjuring the bland to now be exciting. Creative with clear vision, the label yearns to provide gentlemen with pieces that culminate towards a completed wardrobe rather than individual purchases, deeming their brand as a priority destination for year-round assistance.

With an eclectic representation of the menswear genre, the instant appeal and relevance will acquire consumers requiring a varying spectrum of trends – whether street-wear or a focus upon tailoring – I Love Ugly will guarantee inspiration with its extensive range of staples and seasonal-indulgences, paired with a defiant circle of colour choices and sizing. Welcoming gentlemen within humble surroundings, the classical garment is instantly recognisable cascading throughout, with technicality and contemporary twists incorporated into the pieces permitting them to be envisioned as something different. Shirts in short and long-sleeve variants, the standardised T-shirt with polo pairings, loose-fitting chinos alongside track pant joggers, sweaters and wind-proof knits, trend-hugging bombers with hooded duffles and quilted hunter jackets encapsulate the body of the collection.

Accessories are also given a nod with beanie and bucket hats, delectable wrist-wear, leather backpacks and toiletry luggage and a derby-esque crosby shoe. Intuitive prints and bold colour choices compliment the garment they are collated with, even the simpler facades have quirky, minute detailing for a stand-alone concept. Shirts paddle within collages of paisleys, horses, mushrooms and geometrics with plainer facades boasting mustards, pastels, browns and monochromes. Trousers are subjected to a similar strategy of bolds and bights, with burgundy, navy and grey taking the leading role, with the shorts striking similarity to the shirts with flirts of prints and motifs. The leather goods are more reserved with simple facades in darkened tones, but the hats are fortified with hits of vintage and contemporary prints and muted bobbles.

The label may be based overseas, but with worldwide delivery and comparative pricing to other middle market menswear names, there is no excuse to have a smudge of ugly in everyone’s wardrobe.

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Ben MacDonald