Since arriving on our shores a few months ago, i love ugly has quickly cemented its reputation as one of the go-to men’s brands for those looking for a slightly smarter look. The New Zealand based brand has brought plenty new to the table, from their signature Zespy pants to the ultra-luxury materials used in the construction of their 5-panels and bucket hats. For Summer 2013 i love ugly continue to push things forward with this new range of wristwatches.
i love ugly are unique in how they release their product. Instead of 2-4 major drops a year, they seem to employ a strategy where they release very small, concentrated drops on a regular basis. Last month we had the bear pack that consisted of crews and pants; this month we have 3 new takes on the classic Frankie watch as well as restocks on the classic colours. All of these watches feature a three hand movement and a premium leather strap with engraved i love ugly branding throughout. All are boxed in a smart presentation case to complete that premium look. The guys over at i love ugly explain it best:
“As time goes on and the digital age continues to develop, the appreciation for quality timepieces diminishes. These days everything keeps time, whether it’s your cell phone or iPod, even your microwave. Seeing a well-dressed man wearing an equally dapper watch to match on his wrist is a rare sight these days. Time waits for no man, in fact, on average we only live for 29,000 days, so it’s up to you to make the most of every second. Make the seconds count and the years take care of themselves. They say well-arranged time is the surest mark of a well-arranged mind. Featuring a genuine leather strap with a laser engraved angel logo, these classic analogue watches are made with superior materials, clever detailing and a quality finish”.