I Love Ugly (ILU) was started in 2008 as an art project by our founder and Creative Director, Valentin Ozich. Initially a passion project, ILU was conceived through late nights spent pondering over a rapidly expanding body of designs and illustrations within his bedroom in Auckland, New Zealand.

Today I Love Ugly continues to grow as an internationally recognised streetwear brand. Still independently owned, it has carved out a niche as a premium yet accessible lifestyle brand with a fanbase spanning globally throughout New Zealand, Australia, the US, Europe, and Japan.

The ILU app is intended to be the centerpoint for the ILU community. Download now to be apart of it.