The first overseas I Love Ugly flagship store is opening in Los Angeles, and in order to celebrate its arrival, the New Zealand-based brand has put together an editorial set in the city.
So many people have dreams about moving to LA that they literally refer to it as the 'City of Dreams'(although 'City of Broken Dreams' might be more accurate, considering the dense population of actor-waiters-baristas still waiting for their Big Break). Fortunately for the brand, its arrival is success in and of itself.
The editorial, which stars LA-based blogger Ne.Street, takes place in downtown LA. The surrounding architecture, which is often overlooked, influences and informs the editorial. The new LA location will be open in August.
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Concept: I Love Ugly Flagship
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Segment: Males, 18-55
Comparison Set: 42 similar articles, including: nomadic streetwear lookbooks, seductive urban lookbooks, and illustrative sportswear lookbooks.
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