# Ironic Menswear Labels The I Love Ugly Brand Play Up on Unusual Language By Jordy E | Published 2013-01-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/i-love-ugly References: [nylonguysmagazine.tumblr](http://www.nylonguysmagazine.tumblr.com/post/40189749418/i-love-ugly-founded-in-2007-by-valentin-ozich) & [iloveugly.net](http://www.iloveugly.net) 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](https://www.trendhunter.com/trends/uniqlo-and-anya-hindmarch), all of which are far from unsightly. I love UGLY was founded by Valentin Ozich. Ozich has since developed a [minimalist marketing scheme](https://www.trendhunter.com/trends/erewhon-supermarket) 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](https://www.trendhunter.com/trends/dirty-looks), a concept that may take hold of alike menswear labels. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 74% | Activity: 77% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What Makes This Trend Stand Out - **Ironic Menswear Labels:** Ironic branding is becoming a new trend within the menswear industry. - **Minimalist Marketing Scheme:** More brands are adopting minimalist marketing schemes to create a sense of exclusivity. - **Unusual In-store Displays:** Innovative in-store displays are becoming a great tool for fashion brands to attract customers and build brand loyalty. ### Sectors Adopting This - **Fashion:** Ironic branding and minimalist marketing strategies are disrupting the fashion industry and providing new opportunities for growth. - **Retail:** Innovative in-store displays are disrupting the retail industry and providing new opportunities for brick-and-mortar stores to compete with online retailers. - **E-commerce:** Exclusive brands with a minimalist marketing scheme are disrupting e-commerce and providing new opportunities for online retailers to create a sense of exclusivity. ## Related on Trend Hunter - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md) - [Limited Heritage-Honoring Apparel](https://www.trendhunter.com/trends/unique-clothing-warehouse.md) - [Unique Concept Clothing Stores](https://www.trendhunter.com/trends/base-store.md) - [Whimsical Ethically Made Apparel](https://www.trendhunter.com/trends/iclothing.md) - [Fantastical Hyper-Utility Fashion Liness](https://www.trendhunter.com/trends/dirty-dirty-jobs.md) - [Inaugural Cashmere Lifestyle Collections](https://www.trendhunter.com/trends/iiuvo.md) - [Sleek Cozy Footwear Rebrandings](https://www.trendhunter.com/trends/ugg-rebranding.md) - [Inclusive Wardrobe Staples](https://www.trendhunter.com/trends/normform.md) - [Connection-Driven Apparel Lines](https://www.trendhunter.com/trends/cool-to-connect-1.md)