Fug Is The Next Big Thing.

The good, the bad and the fugly: "'Being ugly implies a plainness; there's no shock to it, and there's no sense of being taken aback by something's hideousness,' wrote Cocks, 27, in an e-mail. 'Ugly is straightforward. But when you're fugly, you are fantastically, furiously ugly -- the level of atrociousness is more of a shock -- 'Oh my GOD, what was she THINKING? Oh NO!'' (Picture a barefoot Britney in a public bathroom.) 'That, to me, makes fugly a notch or five worse than ugly.'
Calling someone out on it, she adds, 'is just our way of pointing out to them that they've had a hand in their own sartorial idiocy.' "

(viewing of ad required for site day pass)