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Having already presented its Los Angeles exclusive collection last month (seen here), we finally have our first look into I Love Ugly‘s stateside flagship in West Hollywood. Situated among fellow streetwear comrades including Union, Undefeated and Black Scale among others, the contrast of its matte black walls and wooden fixtures plays along perfectly with the New Zealand brand’s signature dark, yet uncomplicated aesthetic. Leveraging the full potential of the senses and the chosen space, the La Brea Avenue shop features the scent of ILU’s Frank cologne, its eclectic taste in music, and a mural by artist Rhek. If you’re in the Los Angeles area be sure to stop by I Love Ugly’s new brick and mortar.

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