I Love Ugly started in 2008 as an art project for founder and Creative Director; Valentin Ozich. Initially a passion project, I Love Ugly was conceived through late nights spent cogitating over a rapidly expanding body of designs and illustrations within an allocated cupboard of Valentin’s mother-in-law’s home in Auckland, New Zealand.

Valentin studied graphic design at University, developing a voracious desire to physically manifest his creative style. Furthermore, he discovered the natural and most effective physical canvas for this manifestation to be clothing. And thus, the modern I Love Ugly was born.

By 2011 I Love Ugly had developed with a primary vision to create the best premium men’s streetwear brand in the world. A unified mission to creatively inspire their customers to achieve their aspirations. Soon after, Valentin and his relatively small Auckland-based team opened the first online store and first retail store.

I Love Ugly continued to grow, and a year later a period of rapid growth hit with innovative product such as the now iconic Zespy Pant. Distinctive print-heavy headwear and garments found traction in the public marketplace. I Love Ugly quickly claimed international recognition as a physical embodiment for the creative and aspirational man creating everyday product of sophisticated simplicity.

Today I Love Ugly continues to grow as an internationally recognised brand. One that has carved out a niche as an everyday premium menswear lifestyle brand, towards collaborating with some of the world's most prestigious heritage brands such as Onitsuka Tiger, and JanSport. I Love Ugly is ever evolving with a strive to push boundaries and innovatively revolutionise the menswear lifestyle marketplace of tomorrow.

Aspire to inspire before you expire.