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I Love Ugly | Superette

I Love Ugly

The growing popularity of clothing label I LOVE UGLY, established in 2007, is testament to Valentin Ozich's unique brand of clean, directional cool.

The New Zealand based label has its sights set on Europe and the US; having been described as one of Australasia's young mens designers to watch in 2011.

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"I like to extract beauty out of what some would describe as 'ugly' - taking trends, putting a definitive twist on them, the new cool. It's quirky, and I'm not afraid to let what I design speak out.” - Valentin Ozich

Brand Profile
The growing popularity of clothing label I LOVE UGLY, established in 2007, is testament to Valentin Ozich's unique brand of clean, directional cool. The New Zealand based label has its sights set on Europe and the US; having been described as one of Australasia's young mens designers to watch in 2011. Ozich is extremely selective about where the brand is placed, choosing to only stock I Love Ugly in one store per city, to push hype and a sense of exclusivity. The brand is stocked in Norwich(UK), Australia, and through out New Zealand in there most prestigious boutiques and soon to be in Paris.	"I see designing men’s clothes as the new canvas for my art. While I have zero education in designing clothes, I know what I want and what looks good," explains Ozich
Spring/Summer 2011 collection
For I Love Ugly, the blend of art and fashion can be as subtle as the austere pockets on their latest cord bomber, or as elaborate as tangling a city monument with string. Blurring this line ensures a feeling of involvment, not just wearing the garement, but through its creation. Constant evolution since the brand's inception as a t-shirt design label has now paved a path of unpredictable interactions, helmed by the latest range for Spring 2011. Drawing inspiration from foreign shores more so than their own Auckland backyard, creator Valentin Ozich looks to create enduring quality, rather than fading trends. Fresh takes on classic garments create a bright wardrobe for men to indulge in during warming months	The product is likely to broaden well beyond the clothes on customers backs, with a full creative offering on the horizon. With their sights set on full expansion throughout Australasia and Europe, its hard to know what one can expect from I Love Ugly. Presumably that's the point.