New Zealand based design trio Aimee McFarlane, Helene Morris and Steve Fergusson have spent the last four years perfecting their "ugly cool" streetwear/feminine chic fashion label.

The trio met while snpwboarding in Colorado several years ago and decided they wanted put thier shared design vision to good use. The original concept for the label was to make streetwear t-shirts with original, interesting graphics. But they've now spread their net further afield with their current collection containing items as diverese as silk dresses, oversize hoodies, waistcoats and jackets. The resulting look is feminine and slightly twisted with a streetwear edge.

They're grungy range offers a welcome reprieve from the unispiring 80's revivalist gear that's flodding shopfront windows at present. Their winter 07 collection combined flannelette jump suits with acid wash denim and graphic print leisurewear. The contrasting silhouettes and vibrant prints created an instant sense of relaxed wearability.

The summer 08 collection, entitled The End and based loosely on the writings of Dr Seuss, has recently found itself a new home in the brand new I-Heart NYC PR and sales showroom which will no doubt generate exciting developments within the U.S.A for the label.

Click here for Stockists.