HomeNEWSI Love Ugly’s fan inspired collection

I Love Ugly’s fan inspired collection

In a further show of support for the love of soccer, I Love Ugly has continued from its Legends collection with its next Fifa inspired collection. This time the focus is on the fans.

Dubbed the Full-Time collection, the brand is continuing the Fifa spirit by using attire worn outside the games to inspire new looks.

British football culture is extreme, an undeniable force of pride that is often shown through what fans wear. The new collection comes following I Love Ugly’s ‘Legends’ collection which went against the grain of typical clean aesthetic and celebrated the occasion with a series of bright, bold, comedic-inspired prints with the help of UK illustrator Chester Holme. 

Now, with focus on the supporters, the capsule includes a mixture of more subdued classic shapes and the odd bright piece to break up the casual look.

Simple shirts and trousers are embellished with the I Love Ugly logo to add a point of difference, while denim staples keep the collection tied to the brands effortless feel.

The collection is available online. 

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Courtney Devereux is a Communication Consultant at Clear Hayes and freelance business writer.