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 a part of it.