I Love Ugly Opens Australian Flagships in Melbourne and Sydney

If you have been hunting for I Love Ugly Australian flagships in Melbourne and Sydney, your wait is nearly over. The Auckland label is opening two big stores here, Chadstone on 31st Oct 26 and Darlinghurst on 7th Nov 26.

It is a proper homecoming. The brand had a run of stores in Australia in the 2010s, then pulled back to focus on New Zealand. Now it is back, and for anyone who has only ever bought it online, that means trying things on at last.

A Kiwi label that never needed to shout

I Love Ugly started in Auckland in 2008 under founder and creative director Valentin Ozich, and the clothes are anything but ugly. The look is clean, dark and quietly confident, with a "sophisticated simplicity".

That restraint is why it has lasted. Streetwear moves fast, and plenty of labels burn bright and vanish. I Love Ugly kept making good-fitting denim, sharp shirts and easy basics, and a loyal crowd kept showing up for them. It has the kind of following where people spot the little logo across a room and just know.

The stores

Melbourne comes first, at Chadstone Shopping Centre. The brand calls it a milestone and says it is bringing a curated slice of the label to the city. Sydney follows a week later on Oxford Street, Darlinghurst, in a redesigned heritage building and is smack bang in the heart of Sydney's fashion, culture and cool.

Expect tailoring, streetwear, active pieces and everyday essentials, plus new seasonal drops and in-store exclusives. The brand is also planning community and culture events, so these should feel more like a clubhouse than a shop.

How to wear the core pieces

The easiest way into the label is denim. The Barrel Leg Denim in Washed Black has a roomy, rounded leg that looks great with chunky white trainers and a boxy tee. It is relaxed without being sloppy, and it works on anyone who likes a bit of room.

Shirts are where the label shows off. The Mercer Flannel Shirt in Off White/Black Check is a good layering piece: wear it open over a plain tee, or buttoned to the top with a cap pulled low. Swap in the denim above and you have a full outfit.

For warmer days, the Alby Pleated Short in Black is the one. The pleats lift it above a standard gym short, and it dresses up or down depending on the shirt. Pair it with the Remi Lounge Tee in White for the simplest summer outfit going.

If you want something with a bit of edge, the Faux Leather Overshirt in Black is the statement piece. Throw it over a white tee and it sharpens everything underneath. Most of the range is cut with menswear in mind, but the relaxed shapes sit just as comfortably on women who like an oversized fit.

Where it sits in the local mix

Australian and New Zealand streetwear is a crowded, confident scene, with labels such as Barney Cools, Neuw and Huffer all holding their own. I Love Ugly sits at the more tailored, darker end of it: less loud graphics, more cut and fabric. Having Kiwi and Aussie labels so close together on the high street is good for everyone.

With two flagships landing in the same fortnight, I Love Ugly has made it clear it intends to stay this time.

At a glance

• Melbourne store: Chadstone Shopping Centre, opens 31st Oct 26
• Sydney store: 106 Oxford Street, Darlinghurst, opens 7th Nov 26
• Founded in Auckland in 2008 by Valentin Ozich
• Barrel Leg Denim, Washed Black: $159
• Mercer LS Flannel Shirt, Off White/Black Check: $129
• Alby Pleated Short, Black: $119
• Remi Lounge Tee, White: $59
• Faux Leather Overshirt, Black: $199

Verdict: A cult Kiwi label returns to Australian retail with two stores, and the denim, shirts and shorts make a very easy first look.