82% matchNorse Projects
Muted minimalism with cleaner Scandi workwear edge
What changes: More technical fabrics and European price point
Brand profile
I Love Ugly
Auckland menswear label founded in 2008, known for the cropped, tapered Zespy pant and pared-back streetwear in muted palettes.
AucklandOrigin
MenswearFocus
Minimalist / ContemporaryStyle
$$Price
23 brands like I Love Ugly like Norse Projects, Saturdays NYC, John Elliott →
What to know about I Love Ugly
The Zespy pant built this
A cropped, tapered trouser is the piece the label is known for, and its proportions set the tone for the rest of the range.
Muted palette, boxy shapes
Knitwear, shirting and outerwear sit in mostly neutral colours with relaxed, boxy cuts, closer to minimalist contemporary than loud streetwear.
Auckland base, direct sales
Founded in 2008 as an art project, it sells online and from one Auckland store, shipping to Australia, the US, Europe and Japan at mid-tier prices.
How I Love Ugly fits
Overall fit
mixed
Most shoppers report the tops fit true to size but boxy and slightly short, while the signature Zespy-style trousers run slim and cropped and are the piece people most often size up in.
Tip: Stick to your usual size in tops but consider sizing up in the Zespy and other slim trousers, especially if you have athletic thighs.
Medium confidence · based on 18 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | slightly large | boxy and relaxed with wide shoulders | Your usual size gives an intentionally roomy look; size down for a cleaner silhouette. |
| Shirts & overshirts | slightly large | relaxed, straight-cut body rather than tapered | Consider your usual size for a relaxed drape, or size down if you prefer a closer fit. |
| Trousers & pants | slightly small | slim through the seat and thigh with a defined taper, mid-to-high rise | Size up one if you're between sizes or have muscular legs, and expect a shorter break than standard trousers. |
| Jackets | true to size | relaxed with room to layer a knit underneath | Take your normal size — most outerwear already allows for layering. |
| T-shirts & graphic tees | true to size | boxy with a dropped shoulder on many styles | Take your normal size; only size up if you want extra length rather than extra width. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like I Love Ugly
See all 23 brands like I Love Ugly →82% match
78% matchSaturdays NYC
Surf-leaning take on pared-back neutral basics
What changes: Coastal/surf reference instead of tapered trouser focus
74% matchJohn Elliott
Tonal sportswear with more focus on heavyweight fleece
What changes: Higher price, LA fit-obsessed sweats over trousers
70% matchFear of God ESSENTIALS
Boxy muted staples at a streetwear scale
What changes: Logo-driven hype cycle, narrower range
I Love Ugly fit questions
Does I Love Ugly run big or small?
I Love Ugly varies by piece. Stick to your usual size in tops but consider sizing up in the Zespy and other slim trousers, especially if you have athletic thighs. Most shoppers report the tops fit true to size but boxy and slightly short, while the signature Zespy-style trousers run slim and cropped and are the piece people most often size up in.
How does I Love Ugly fit?
Most shoppers report the tops fit true to size but boxy and slightly short, while the signature Zespy-style trousers run slim and cropped and are the piece people most often size up in. Overall shape: boxy, relaxed tops over slim, tapered bottoms.
How do I Love Ugly hoodies & sweatshirts fit?
I Love Ugly hoodies & sweatshirts fits slightly large. Your usual size gives an intentionally roomy look; size down for a cleaner silhouette. Shape: boxy and relaxed with wide shoulders.
How do I Love Ugly shirts & overshirts fit?
I Love Ugly shirts & overshirts fits slightly large. Consider your usual size for a relaxed drape, or size down if you prefer a closer fit. Shape: relaxed, straight-cut body rather than tapered.
How do I Love Ugly trousers & pants fit?
I Love Ugly trousers & pants fits slightly small. Size up one if you're between sizes or have muscular legs, and expect a shorter break than standard trousers. Shape: slim through the seat and thigh with a defined taper, mid-to-high rise.
Brand facts
I Love Ugly is an Auckland menswear label founded in 2008 by Valentin Ozich, which started as an art project before moving into clothing. It is best known for the Zespy pant, a cropped tapered trouser, alongside boxy knitwear, relaxed shirting, outerwear and accessories in muted, mostly neutral palettes. The brand sells direct online and from an Auckland store, ships to customers in Australia, the United States, Europe and Japan, and has extended into womenswear. It uses compostable packaging and natural-fibre fabrics.
- Founded
- 2008
- Origin
- Auckland, New Zealand
- Made in
- Asia
- Price
- $$
- Focus
- Menswear
- Facts checked
- August 2026
- Styles
- Minimalist / Contemporary, Streetwear, Athleisure / Sportswear