ACTIVE By I Love Ugly — Our Why

After 17 years, we knew it was time for some change. Sports and an active lifestyle have always been close to our hearts. While our garments have long been inspired by sportswear, we only ever designed clothing to wear before and after being active. Yet, since our inception, athletes of the highest calibre have naturally gravitated toward our brand as their go-to choice outside of their usual workout gear. As a lifestyle brand, we have always wanted to close that gap—to create pieces you can wear from head to toe, all day, every day, no matter what you're doing or where you're going.

Active by I Love Ugly was born.

For over 12 months, we dedicated ourselves to perfecting every detail of this collection. From extensive testing and sampling to rigorous critique, we crafted each piece with our signature design philosophy in mind: sophisticated, simple, and meticulously considered. Our core brand message remains the same, but this time in a different setting. This category not only inspires people to be the best versions of themselves in their creative or professional pursuits—we’re pushing them to do the same in whatever sport or active endeavour they pursue. We've partnered with top-tier factories that produce some of the best activewear in the world. We’ve worked with elite athletes to put these garments through the harshest conditions. And we’ve poured our heart and soul into the campaign, the branding, and the message we want to convey through these products. We believe this collection sets a new standard for I Love Ugly, and marks the beginning of an exciting new chapter. We believe we have infused the world of activewear with our artistic flair. We believe this isn’t just sportswear; it’s an expression of movement and ambition. We believe we are all athletes. Some of us just don’t know it yet.

Valentin Ozich
Founder – I Love Ugly

After 17 years, we knew it was time for some change. Sports and an active lifestyle have always been close to our hearts. While our garments have long been inspired by sportswear, we only ever designed clothing to wear before and after being active. Yet, since our inception, athletes of the highest calibre have naturally gravitated toward our brand as their go-to choice outside of their usual workout gear. As a lifestyle brand, we have always wanted to close that gap—to create pieces you can wear from head to toe, all day, every day, no matter what you're doing or where you're going.

Active by I Love Ugly was born.

For over 12 months, we dedicated ourselves to perfecting every detail of this collection. From extensive testing and sampling to rigorous critique, we crafted each piece with our signature design philosophy in mind: sophisticated, simple, and meticulously considered. Our core brand message remains the same, but this time in a different setting. This category not only inspires people to be the best versions of themselves in their creative or professional pursuits—we’re pushing them to do the same in whatever sport or active endeavour they pursue. We've partnered with top-tier factories that produce some of the best activewear in the world. We’ve worked with elite athletes to put these garments through the harshest conditions. And we’ve poured our heart and soul into the campaign, the branding, and the message we want to convey through these products. We believe this collection sets a new standard for I Love Ugly, and marks the beginning of an exciting new chapter. We believe we have infused the world of activewear with our artistic flair. We believe this isn’t just sportswear; it’s an expression of movement and ambition. We believe we are all athletes. Some of us just don’t know it yet.

Valentin Ozich Founder – I Love Ugly