The Blog

Habits VS Goals

Have you ever set yourself a goal, and then never ended up achieving it?  That’s probably because you’re focusing on the wrong thing. Of course goal-setting is a powerful strategy ...

September 22' Editorial Lookbook

The warmer weather is approaching as we make our way into Spring for the ILU Southern Hemisphere community. Meanwhile in the rest of the world, Autumn is creeping up with the prom...

I will be happy when...

“Desire is a contract that you make with yourself to be unhappy until you get whatyou want.” — N.R The arrival fallacy is the illusion that joy lies at a destination ahead. It cost...

Flat-Lays from the Archives

Here’s a bit of nostalgia from the archive — a collection of vintage flat-lays from the ILU Vault, Circa 2012-2014. We’ve always paid very close attention to detail, not only when...

August 22' Editorial Lookbook

Browse our August Collection on full display in this Editorial Lookbook. With this shoot, we wanted to encapsulate one of the core essences of the ILU Individual. Art is in our bl...

I Love Ugly July 22' Editorial Campaign — Behind The Scenes

A behind the scenes look at our latest editorial campaign, including a sneak peek at some pieces yet to drop. For this campa...

Using 'IKIGAI' to Find Your Purpose in Life

How to find your purpose using the Japanese concept — Ikigai. 1. Do What You Love. What do you like to do? In which activities are you completely absorbed or enthusiastic? What interests ...

July 22 Editorial Lookbook

Get behind the lens and browse our July Collection on full display in this Editorial Photoshoot. For this campaign, we really wanted to put an emphasis on what makes the I Love Ug...

Why Setting Goals is an Astonishingly Powerful Strategy

This will take about 16 minutes to read, but it took me 25 hours to write. I do this to add value to the people that are part of our community, as I Love Ugly is more than just a clothin...