Brand Tone

sophisticated, confident, and artistic

Brand Values

• •Creativity and Art
• •Individuality and Self-Expression
• •Excellence and Quality
• •Inspiration and Aspiration
• •People First
• •Communication
• •Honesty
• •Innovation
• •Education
• •Sustainability

Best Practices

• •Elevate the Everyday: Use sophisticated and slightly artistic language. Avoid overly casual slang but maintain a confident, approachable edge. Think "premium but not pretentious."
• •Speak to the "Why": Connect products back to the brand's core values of creativity, individuality, and aspiration. Explain the thought or inspiration behind designs when possible.
• •Emphasize Quality and Detail: Subtly weave in mentions of craftsmanship, material choice, and considered design elements that justify the premium positioning.
• •Inspire, Don't Just Sell: Frame your copy to encourage customers to see the clothing as a tool for self-expression and achieving their "best version."
• •Maintain Visual-Textual Cohesion: Ensure the copy reflects the minimalist, often art-inspired aesthetic of ILU's photography and website design. The words should feel like a natural extension of the visuals.

Social Perception

Premium and High-Quality: Customers generally perceive ILU as a brand offering high-quality, stylish streetwear, though some forum discussions mention a perceived drop in quality over time compared to earlier years, or inconsistencies. It's often seen as a premium yet accessible lifestyle brand. Unique and Stylish: The designs are considered unique, sophisticated, and for the fashion-forward individual who appreciates art and detail. The Zespy Pant is an iconic product that gained the brand significant traction. Aspirational and "Cool": The brand has a cult following and has been worn by celebrities, which adds to its "cool" factor and aspirational image. TikTok comments often reflect a long-standing appreciation for the brand's aesthetic and philosophy. The Name "I Love Ugly": The name itself is memorable and often interpreted as an ironic statement against conventional fashion or beauty standards, resonating with those who want to "defy the conventional." Customer Experience: App reviews highlight good customer service and fast shipping for US customers. However, some recent forum comments mention issues with returns and customer support responsiveness. Controversy: The brand faced significant backlash in 2015 for a controversial advertising campaign for men's rings that was widely criticized as sexist and misogynistic. The company initially defended it but later withdrew the ads and apologized, stating they became "a lot humbler" after the incident. Business Challenges: There were reports and acknowledgments of business difficulties around 2017, including store closures and large sales, attributed to factors like rent increases and supplier issues. However, the brand has continued to operate and evolve since.

Copy Examples

• •Introducing The Edit: A curated dialogue between texture and form. Designed for the discerning individual who crafts their own narrative. Explore pieces that transcend seasons.
• •The [Pant Name]. More than a garment, it's a foundation. Meticulously constructed for enduring style and effortless expression. Own your canvas.
• •We believe style is an art form, and every day is a chance to create. I Love Ugly: For those who think differently, live deliberately. #Iloveugly #ArtOfDressing #CreativeLife
• •Beyond Convention: Discover Your Next Statement Piece.
• •I Love Ugly is a global mindset. We craft premium streetwear for the creative and aspirational, focusing on quality, unique design, and the art of self-expression. Join the movement.