The Making Of ACTIVE — Part One

Here’s a behind the scenes snippet of our new Active collection (releasing 13th Feb). We go in depth about the collection and our “why”. At our core, we’re a fashion brand, for this collection we decided to infuse every activewear piece with a design-forward mindset. Every piece in this collection is crafted to embody both movement and ambition.

For over 12 months, we've dedicated ourselves to perfecting every detail of our Active collection. From extensive testing and sampling to rigorous critique, we've crafted each piece with our signature design philosophy in mind: sophisticated, simple, with a meticulous focus on every detail.

Our community of friends and family has been integral to this journey, wearing and providing honest feedback. We couldn't be happier with the outcome. Partnering with top-tier factories known for producing the best in active apparel, and top tier athletes to destroy the garments as best they can, we're confident this collection sets a new standard in quality and functionality.

At I Love Ugly, sports and an active lifestyle have always been close to our hearts. Originally, we designed clothes to wear before and after being active. As a lifestyle brand, we've always wanted to close that gap—and wanted to allow you to wear our brand from head to toe, all day, every day.

We are not only excited to unveil our new activewear collection to our community, but also showcasing the campaign we have been working on, that brings it all to life. This marks the beginning of an exciting new chapter for us. Looking forward to showcasing it all this February.

V (Founder, I Love Ugly)