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New Zealand streetwear brand I Love Ugly continues dominating the scene, opening up their first brick-and-mortar store stateside. Situated among other streetwear institutions on Los Angeles’ La Brea Avenue, the dark and moody interior space is a welcome contrast to LA’s bright daylight. Designed in-house, the store is furnished with black and wood fixtures that complement the brand’s clean and classic aesthetic. A wall mural by artist Rhek and the scent of I Love Ugly’s own cologne Frank complete the shopping experience. We recently visited the brand’s New Zealand studio in our latest installment of Highsnobiety Visits.

I Love Ugly
170 La Brea Ave.
West Hollywood, Los Angeles

Words by Marta Sundac
Contributor
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