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For our most recent edition of Highsnobiety Visits, we took a trip to menswear label I Love Ugly‘s studio to get an idea of where the magic actually happens. Based in Mount Eden, New Zealand, the primarily black space has been home to ILU for three and a half years and perfectly reflects the feel and style of the brand – the black walls are also present throughout all their flagship stores. Originally the building was used as a shared creative space, housing several different artists and other creative agencies. To encourage collaboration, the workspace is fairly open in an effort to promote the sharing of ideas. However, the design and marketing departments are segregated from the rest of the business, and every month or two they switch everything around to promote fresh thinking.

I Love Ugly also have a showroom in the building that’s used to replicate their stores, so they can see sample product in context and have it for staff to use and critique. A majority of the artwork on the walls has been done in-house, along with other friends including Parra and BMD. They also have a collection of vintage goods and mid-century furniture throughout the space that’s been collected over time.

Be sure to check out I Love Ugly’s Fall/Winter 2014 “September” lookbook, and visit their website to check out the brand’s most recent offerings.

Brian Farmer is Highsnobiety's Managing Editor and is based in New York City.

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