I Love Ugly continue the trend towards young brands turning to even younger photographic talent with the I Love Ugly May 2015 Capsule Collection.
To showcase their May lookbook, I Love Ugly have chosen Trashhand, an Instagram favourite whose self-taught photography from the streets of Chicago, his home city, has a street-smart aesthetic.
Trashhand has pictured I Love Ugly's latest take on urban casual sportswear on the streets of London in his signature style, with the capital's architecture and Underground very much in evidence.
The collection includes shorts, trousers, t-shirts - some elongated - mandarin collar shirts and what's likely to become a new signature of the brand, a new take on the classic baseball jacket.
I Love Ugly founders, New Zealanders Valentin Ozich and Barnaby Marshall draw their inspiration from art, film, photography, and, they say, even food. The brand's ironic name comes from the idea that neither beauty nor ugliness matter: if the function is right, so the form will be.
A gas mask - pictured sometimes as one of the brand's touchstones - might seem ugly when worn. When it's needed, it's the most beautiful thing in the world.
This approach makes Trashhand a perfect match for their latest drop for SS15. The pairing with ETQ Amsterdam Sneakers is merely the icing on the cake.
We're fans of both brand and photographer. As I Love Ugly expand further - beyond their native New Zealand, they have dedicated stores in Melbourne and Los Angeles, with more to come - their adventurous aesthetic can surely only prosper.