The Playmaker
Let's play
  • It's Monday
    What day is it?
  • Now
    What time is it?
  • Anywhere in Wellington
    Where are you?
  • What do you feel like?
    What do you feel like?
  • And what else?
    And what else?

I Love Ugly Defies Ugliness Yet Again With New Lookbook

A label still not living up to its name.
By Laetitia Laubscher
May 11, 2015
By Laetitia Laubscher
May 11, 2015

Local label I Love Ugly clearly does not understand the concept of ugly. Their new lookbook shot in Stockholm and London by urban photographer trashhand well and truly misses the mark, doubles back and then misses it again.

Look, we're not saying ugly is a bad thing. Everyone's a little flawed and has something a little bit ugly about them, but if you're going proclaim yourself as being an ugly lover at least make that a prominent feature of your brand. But whatever, as it is fashun anything goes in the names department, we guess. What really matters is what happens in the outfit arena, whether the label's visual aesthetics are on point or not. As Yeezy would put it:


Well Mr. West, today's a good day because your soul will remain unscathed.

The latest, beautiful, I Love Ugly lookbook is filled with "classic modern looks [that] are timeless, and will work in the world’s oldest streets [as well as] the futuristic underground that we travel in", according photographer trashhand. These outfits were shot in London and Stockholm as the photographer felt that they were an interesting contrast - both starting "as this same type of city", but London then growing to become "the massive international city that it is today," while Stockholm has remained "very traditional and small." He adds that "London is beginning to lead the world in some of the best architecture out there", architecture which "starts in the streets and bleeds all the way into the underground." In contrast, "Stockholm is very traditional and classic looking with an unbelievable subway structure.” The recently released part one of the lookbook was shot in London, with part two, shot in Stockholm, to be released in early June.

Instagram-known photographer trashhand began as an iPhone-only Chicago-based cityscape 'grammer, but has over the years gained over four hundred thousand followers thanks to his strong body of low lux urban-based work shot either in the early hours of the morning or late at night.

Expect to begin to see the new 2015 spring/summer collection online and in selected stores mid-May.

Published on May 11, 2015 by Laetitia Laubscher
  •   shares
  • Reader comments...

Tap and select Add to Home Screen to access Concrete Playground easily next time. x
Counter Pixel