New Zealand's I love UGLY label plays up on unusual language. Its reference to the word ugly in the title is ironic given its ornate sweaters, button ups and hats, all of which are far from unsightly.
I love UGLY was founded by Valentin Ozich. Ozich has since developed a minimalist marketing scheme as he has deliberately placed the brands collections in one shop per city. His clothing is at the same time available online for shoppers throughout the world, getting around the exclusivity that has come to surround the brand. It has however retained its elitist appeal via its unusual approach to in-store displays, a concept that may take hold of alike menswear labels.