In its relatively short lifespan to date, New Zealand’s I Love Ugly has seen rapid growth – both aesthetically and economically – based on the brand’s ability to pinpoint trends and present them in a somewhat more timeless light. The latest step in this expansion has seen the brand open its third NZ store – and its first in the country’s capital – Wellington. Located in the Old Bank Arcade which originally housed the first Bank of New Zealand, the ILU store is tucked away on an underground level of the character building and maintains the industrial feel of the site, with exposed ceilings and concrete floors, while a fresh all-black paint job creates an intimate and engaging atmosphere where customers can get the full I Love Ugly experience. Alongside the brand’s menswear collections sit a carefully curated selection of vintage and design pieces, while the sensual experience is amplified by the same stereo playlist that plays in the brand’s design studio and an exclusively formulated scent for the store. Paying close attention to the smallest details, the brand have also crafted a custom I Love Ugly iPad kiosk to shop for products online that are not available in store.

I Love Ugly Store
Shop 1.5, 233 Lambton Quay
Old Bank Arcade
New Zealand