I Love Ugly (ILU) was started in 2008 as an art project by 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 brand. Still independently owned, despite hitting some rough patches along the way, 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. Collaborating with some of the world's most prestigious heritage brands, such as Onitsuka Tiger and JanSport, yet never forgetting our homegrown roots. Throughout our growth, we continue to show love to lesser-known creatives, musicians, artists, athletes, and innovators from New Zealand and around the globe.