I Love Ugly

Established in 2008, New Zealand based I Love Ugly create premium garments that inspire their customers to achieve their aspirations. Finding its feet as an art project started by Creative Director, Valentin Ozich, I Love Ugly continues to grow as an internationally recognised brand, carving out its own niche with its refined, everyday pieces. Firmly rooted in its founding principles, I Love Ugly continues to create timeless garments that spare no oversight to detail and shape the marketplace of tomorrow.

Circles implemented a digital strategy that aligned with the core values of I Love Ugly. We worked closely with the brand to define their history and customer, gaining a holistic outlook to their strengths and weaknesses. This research was then unpacked and designed into an advertising strategy that mirrored the brand image, resulting in strengthened brand awareness, customer acquisition, and customer retention. A succinct and pointed strategy focused on their Tuesday to Thursday release program and promoting their wide range of best sellers.