Company Overview
I Love Ugly is a streetwear brand founded in New Zealand in 2012 by Valentin Ozich and a group of friends. The brand is known for its unique and artistic designs, often featuring bold graphics and a mix of street culture aesthetics. The fashion brand has garnered a following for its distinctive style and menswear and has expanded beyond New Zealand to global audiences, and is now venturing into womenswear.
Woke Rating
We rate I Love Ugly as Woke Lite.
Woke Summary
- Virtue Signalling – supports movements like Black Lives Matter.
- Gender Ideology & LGBTQ – no evidence found.
- Diversity Equity Inclusion (DEI) – has not published any DEI policies or targets
- Climate Change – no evidence of climate crisis narrative or goals.
Woke Policies
Wokeness and virtue signalling distracts a company from its core business, which is to make a profit for shareholders while delivering excellent, affordable products and services to its customers. Businesses should not be distracted from this core purpose, otherwise there will be unnecessary costs which are ultimately passed onto consumers. Woke ideologies are typically unfriendly towards the traditional family unit.
We found little evidence of woke policies and initiatives from I Love Ugly, other than support for Black Lives Matter.
Virtue Signalling
The brand supports social justice movements such as the Black Lives Matter movement by way of donating to the cause through projects, such as their Black Lives Matter Print series.
Gender Ideology & LGBTQ+
No evidence of Gender Ideology and LGBTQ policies. I Love Ugly is NOT Rainbow Tick Certified. There is no evidence of I Love Ugly pushing LGBTQI+ in marketing, advertising, and social media.
Diversity, Equity and Inclusion (DEI)
I Love Ugly has not published any DEI policies or targets.
Climate Change
I Love Ugly not published emissions reduction targets and does not push a “Climate Crisis” narrative.
Note – This page was updated as of 10th March 2025. Please contact us if you’ve discovered other relevant information about I Love Ugly or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.