The Blog

The Denim Campaign Lookbook

We’ve been crafting denim for over 14 years now. But this wasn’t just about showing people wearing jeans. This was about capturing something deeper, the quiet force that connects our community...

The Shoes That Power Performance

When we set out to shoot our latest I Love Ugly Activewear collection, every detail mattered—including the footwear. The right pair isn’t just about looks; it’s about movement, versatility,...

In Conversation With Alan Berry Rhys

For our latest collaboration with Alba, we had the privilege of working with Alan Berry Rhys, an Argentinian artist known for his bold, nostalgic, and handcrafted aesthetic. Alan’s work se...

How to run 5K to 100K in 5 ‘Easy’ Steps

29-year-old endurance runner from Auckland, became the first person to run and hike the length of New Zealand and back on the Te Araroa trail, completing the journey to raise awareness and fu...

The Making Of ACTIVE — Part One

Here’s a behind the scenes snippet of our new Active collection (releasing 13th Feb). We go in depth about the collection and our “why”. At our core, we’re a fashion brand, for thi...

ACTIVE By I Love Ugly — Our Why

After 17 years, we knew it was time for some change. Sports and an active lifestyle have always been close to our hearts. While our garments have long been inspired by sportswear, we only eve...

In Conversation With Stewart Armstrong

Tell us a bit about yourself and your background. I grew up in a little village by the seaside in England. After a long stint in London, I relocated to Edinburgh, Scotland. I’m a freelance gr...

ILU Style Guide: Symmy Tafuna’i

Meet Symmy Tafuna’i — reporter, track runner, and all-around force. A lover of great books and bold style, she’s sharing her wardrobe must-haves, biggest inspirations, and favourite reads this...

I Love Ugly + OTRA Eyewear

I LOVE UGLY x OTRA EYEWEAR Introducing the OSLO sunglasses—the first-ever collab between OTRA Eyewear and I Love Ugly. This limited-edition release blends OTRA’s expert craftsmanship with I ...