Fashion and fighting are not often seen in the same sentence. However, for BTC Fight COO Shari Carruthers, the collaboration of the two concepts had potential for great opportunities. Enter fashion guru Jace Lipstein, owner and creator of NY based fashion company, Grungy Gentleman. Grungy Gentleman creates a street style that molds function and fashion into looks that exhibit style, class, and originality. With more than a decade involved in the global fashion industry, a thriving storefront in NY, and 14 runway shows including NY fashion week, the NFL and BET, Lipstein’s experience and expertise is a force to be reckoned with.
What sets this collaboration apart from other sportswear collabs, is the passion that Lipstein has for MMA. Having a designer and creator who believes in the sport and its potential made sense for COO Carruthers. Carruthers goes on to explain, “This collaboration is uniquely important to the BTC Fight brand as there are no others like it. Lipstein has a history of strong collabs with other PRO sports organizations but matching with BTC Fight, an MMA promotions company in Burlington, Ontario, was a first for both companies.” Carruthers goes on to explain how the joining gives BTC Fight the opportunity to have something that no one else has or ever will have. It makes BTC Fight unique by setting them apart from others, which is something that is important to BTC Fight. Carruthers adds that, “We love the idea of being the first to do something and being unique. This fashion show and collaboration is both.”
This collaboration opportunity has been in the works for a while, starting back when BTC Fight’s Adam Assenza walked in a Grungy Gentleman Fashion Show in NY. Assenza had been following Lipstein’s work for a year and loved what he was doing with menswear. After a few exchanges, Assenza was invited to walk in a GG fashion show. Carruthers can recall the first time she met Lipstein vividly, “Adam first introduced us over a year ago by sending me a picture from one of Lipstein’s fashion shows on Instagram. He told me to check out this brand. I reached out to Jace one day on Instagram and we have been talking ever since. We flew to New York where Adam walked in the Grungy Gentleman fashion show during Fashion Week!”
Assenza and Carruthers saw a unique opportunity for BTC Fight to get involved with Lipstein’s company. The vision morphed an already established fight brand with an ultra-successful NY fashion brand, creating an opportunity to expand the idea of fight wear away from the typical track pants and sweatshirt styling. Carruthers and Lipstein saw beyond the basics of fight wear and designed a unique line that shows off a clean, tailored, yet relaxed appearance. “My design goal with BTC was to create wearable apparel for fighters and gym members to seamlessly transition as they enter in and out of the octagon. All the designs incorporated Grungy Gentleman’s trademark of six stripes proudly,” says Lipstein.
Lipstein created for Adam Assenza, pro MMA fighter and UFC hopeful, an eye catching and personalized walk out tracksuit. Assenza mentions, “When we went through the collaboration for my walk out tracksuit, this is before I knew Jace, over a few conversations he was able to design artwork that described everything I told him. He was able to put me in the clothes better than anyone else could.” Assenza goes on to say, “Originally, I found GG through a rapper I liked. I instantly loved his uniqueness with tracksuits and sweats, taking things that every man likes to wear, and creating a polished look which seemed next to impossible. But that’s the kind of genius that Jace is.”
When asked about the public response to GG’s collaboration with BTC, which was modelled during Fashion week in NY, owner Jace Lipstein replied, “The response was overwhelmingly positive. I was passionate about the design, so the response didn’t surprise me so much. They kept saying how polished it looked for lifestyle gear for a sports league. The look was complete.”
The collaboration has incredible room for growth and is only the beginning according to Lipstein and Carruthers, who both see longevity in their business partnership. “Working with BTC is an honor,” says Lipstein. “Their commitment to excellence is shown in all facets of their promotion, from their fighters to the staff, to the energy in the gym. Hopefully, my designs will elevate BTC’s momentum even more.”
The Grungy Gentleman x BTC Fight fashion show is scheduled for July 25th in Burlington at the BTC Fight headquarters. BTC Fight is currently accepting press and media applications. This is the first show of its kind and you do not want to miss this groundbreaking moment in fitness and fashion. Click here to apply for your pass now.
