Coming Soon: Auckland-Born Menswear Favourite I Love Ugly Is Back on Australian Soil With New Sydney and Melbourne Flagships
A cult Kiwi fashion favourite is crossing the ditch, with two new stores set to land in Melbourne and Sydney.
Auckland-born menswear brand I Love Ugly has resonated across the ditch since it launched in 2008. But for those on Aussie shores wanting to cop a piece, buying online was your only option in recent years. However, that's all about to change, with two flagship Australian stores set to launch in the coming weeks.
First, I Love Ugly arrives in Melbourne at Chadstone on Saturday, October 31, with a carefully curated selection of the brand's tailoring, streetwear, active and everyday essentials. Then, Sydney gets its turn on Saturday, November 7, as ILU moves into a reimagined heritage Oxford Street address.
I Love Ugly Melbourne. Render: Supplied
"Australia has always been an important part of I Love Ugly's story, and these stores represent an exciting new chapter for us," says brand founder and creative director Valentin Ozich. "We've seen a strong community develop around the brand here over many years, and we want to create a physical home for that community and spend more time with the people who have supported us."
Following a retail chapter in Australia and Los Angeles in the 2010s, ILU turned its attention back to New Zealand, laying the groundwork for a renewed international push. Now, about a decade later, the brand has steadily returned to form and is ready to invest again in the market and its community on the Australian side of the ditch.
I Love Ugly Sydney. Render: Supplied
"For us, I Love Ugly has always been about having an independent point of view and not simply following what everyone else is doing. The stores give us an opportunity to bring that spirit to life in a new way, while continuing to listen to our community and understand where they want us to go next. Melbourne and Sydney are the beginning, and we're excited about what's ahead for Australia," says Ozich.
With more details to come, visitors can expect new seasonal collections, in-store exclusives, and a growing program of community and cultural initiatives across both locations. While opening Melbourne and Sydney flagships is a major step forward for the brand, ILU plans to keep growing in Australia with long-term investment on the agenda.
I Love Ugly Melbourne. Render: Supplied
I Love Ugly Melbourne. Render: Supplied
I Love Ugly Sydney. Render: Supplied
I Love Ugly Sydney. Render: Supplied
I Love Ugly opens in Melbourne at Chadstone Shopping Centre, 1341 Dandenong Road, on Saturday, October 31. Then, I Love Ugly Sydney opens at 106 Oxford Street, Darlinghurst, on Saturday, November 7. Head to the website for more information.
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Renders/Images: Supplied.
