I Love Ugly made some major moves in 2014 to become bigger and better at what it does. Back in March, the New Zealand-based brand opened its first US retail store in Los Angeles and followed that with an L.A.-inspired collection and other dope drops throughout 2014. While on tour, California-based rapper G-Eazy teamed up with the brand to shoot an editorial with pieces from their February collection, as well as a few pieces from future releases.
The monochromatic theme of the editorial shot by Shadowlands is simple and clean. G-Eazy joins a growing list of musical artists that have worn and represented the brand, including Big Sean, Joey Bada$$, Rita Ora, Lorde, Kanye West, and A$AP Rocky.