I should start this post with I Love Ugly, because I do. I love that this wonderful collection (there are 10 of them working on I Love Ugly) of young men are committed to a singular vision of doing things well, and their way.They make simple classic with a twist, mens clothing.  At the launch last night of their new store-within-a-store there were ALOT of fabulously dressed young men, older men and everything in-between many already dressed in ILU.  I love that their range is concise, and fabrics change frequently so the runs are short (especially with the shirts).  I chatted with Zach, who works along with Mo Kheir and Valentin Ozich who steer ILU’s direction. It is interesting to note that the ILU team are aware that as their clients are growing up, that ILU is growing along with them.  With the addition of their very successful watch, and then leather backpack and gym bag, they are now putting the finishing details to their first foray into footwear.  They should be available this coming November.  There are plans for a store in Wellington now that their Auckland stores (Mt Eden and Dept Store, Takapuna) are well in place. I loved the bomber jacket, and the new track pants which I assume every well dressed man will be wearing this coming summer (and well beyond).  What I have always liked about ILU is the impeccable manners of the people in the stores, nothing is too much trouble. I came into the store to buy a watch (for my 70-year-old mother), and they had none left, but they managed to scramble around and find me one.  I might not be their ‘target audience’ (in my mind) but they appear to not care about that at all.  Great service is just that, great service and we can never get too much of that.  And these guys have decided to take it a step further.  I like that. It shows in everything they do, their clothing, their packaging and even the store fittings. I also love that they are always happy to keep pushing it a little further, so they are always improving and finding better ways of going things that they already do well!

I will be popping in-store with the fifteen year old Daughter this weekend to buy her one of their tees ($59). And looking forward to the day when my thirteen year old son will actually fit their clothing.