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I Love Ugly is an Auckland based, premium menswear brand with a foundation speaking the vernacular of contemporary culture, art, design and music. The ironic phrase "I Love Ugly" suited the belief of what founder Valentin Ozich felt true. Where the terms 'beauty' and 'ugly' are purely subjective and fluid. Taking pride in ones differences and stylistic preference is one of the philosophies that has been embedded in the name and culture of the brand.