I Love Ugly is honoured to be the first ever Australasian brand to be working with one of the world’s oldest sport heritage companies - Onitsuka Tiger. The aim of this collaboration was to draw on Onitsuka Tiger’s rich heritage as a leading international sportswear performance brand, and align this with the rich geological characteristics of our beautiful country - New Zealand. It was of utmost importance to us to showcase our country’s beauty from the North to the South Island.
Every stitch, every colour, every material, every placement, every lace, and every quote has been considered. We wanted to create something special that went beyond just another sneaker collab in the market. We wanted to create a piece of art.