I Love Ugly Unveils “Generations” Editorial

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The New Zealand-based menswear brand I Love Ugly presents a unique editorial campaign, “Generations,” centered around a narrative that stresses the pursuit of one’s passions, desires and beliefs. It’s a concept that’s achieved by juxtaposing children aged 3 to 12 with older men aged 48 to 69, all attired in past, current and future I Love Ugly pieces. The boys were asked what they want to be when they grow up, while the men were asked about their regrets. The answers will be collected and revealed in a limited publication, set to launch next week at I Love Ugly flagship stores and online, as well as select worldwide stockists.

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