Men, we’ve found your soft spot. It’s called i love ugly, a New Zealand-based brand that drops a tasteful flavor for the Angeleno gent on LaBrea Avenue this weekend—on August 23rd—which is right around the corner. In conjunction with the ILU store drop debut, the brand collaborated with LA-based blogger Ne.Street for a city-wide editorial musing while capturing the dope fashions against a backdrop of the hidden gems and architecture we may surpass at times. Shop in-house or online, we’re they have the brand’s beautified digital culture on lock; while zoning out to their Instagram feed, we did the screenshot deed to provide you with the gallery below as a bonus eye-feast. Get amped.