Highsnobiety visited I Love Ugly's Auckland city design studio…. and it's every bit as flawless and handsome as you'd expect from the design-is-in-the-details menswear brand. The same black walls found in every one of the label's flagship stores are here too, with masculine timber floorboards and black floors, a high stud and huge industrial windows, and artworks created just for the space by the ILU design team and creative director (and founder) Valentin Ozich.
Speaking of Valentin, there's also a really insightful interview (thanks to Chris Danforth - @c_danforth) with him over at The Hundreds, speaking on the I Love Ugly brand and design values, and also on the recent opening of ILU's first international store, in the La Brea district of Los Angeles...
"None of our team come from a fashion background, and our design team are all graphic designers by trade. This discipline and understanding of space and composition transcends throughout the store, which explains the cleanliness, minimal and simplified approach we take with everything"
- Valentin Ozich, from his interview on The Hundreds
I Love Ugly's new LA store, images from The Hundreds with thanks
Loved this quote from the interview: "Every product, every word, every smell, and every touch point of I Love Ugly has been considered with the utmost care and detail. We look at things in a different light, we value all human aspirations and endeavours with sincerity and intellect. We live and breathe the culture which we are continually trying to create. We have a goal to be the best in the world at what we do, and strive for nothing less."
Read the whole piece (plus see more from the new LA store) over here.