I Love Ugly has just assembled a small, but dope, editorial for its upcoming August capsule collection. And it decided to execute the project in a pretty unique way.
Rather than using professional models for the lookbook, the New Zealand-based brand hit the streets to cast normal, everyday guys. But that’s not all: Each dude was also allowed to hand select and style his own outfit from the August release. It was a pretty bold move for I Love Ugly, but as you can see from the final images, the decision paid off pretty well.
Aptly titled “Normal,” the editorial highlights the new range against solid-colored backdrops. We see everything from bomber jackets and baseball jerseys to basic tees and lightweight button-ups in the mix.
You can check out all the looks in the photos below. The August 2015 capsule will drop this Wednesday at the I Love Ugly L.A., Melbourne, and New Zealand locations, as well as its online store.
