On July 25/2020, BTC Fight and Grungy Gentleman hosted a virtual see now/buy now fashion show at BTC Fight headquarters in Burlington, ON. Despite countless restrictions, social distancing rules, and a border closing, Grungy Gentleman owner, Jace Lipstein, and BTC Fight COO Shari Carruthers, were able to pull off a fashion show that faced all the odds.

When asked about the degree of preparation that went into this unique fashion show, Lipstein responded, “I had multiple outfit options for each model, plus I was present for the fittings over zoom. I felt very prepared for this show.” Lipstein was unable to attend the show in person, due to restrictions at the border because of the pandemic. However, that didn’t stop or slow down any of the fashion show’s incredible energy. “I would have loved to be there, feeling the energy and making sure everyone else feels it too. I was still able to give a speech prior to the show starting to get everyone excited.”

Both Carruthers and Lipstein had to work with multiple restrictions when it came to executing a fashion show in the middle of a pandemic. Seating had to be arranged, masks implemented (which were created and supplied by Grungy Gentleman), social distancing rules had to be followed, among all the other complications such as limited seating resulting in a significantly reduced audience size.

For those who were not able to watch from the sides of the runway, BTC Fight streamed the event live on their social media pages, giving viewers a chance to feel like they didn’t miss being a part of this monumental day in fashion and fight history.

According to Lipstein, digital designer presence is relatively new in the industry, allowing for many different dynamics on the day of the show. “This is the first of its kind, when it comes to mixing fashion with MMA. Shari and BTC Fight Promotions both deserve a lot of credit for that. It’s a groundbreaking revolutionary concept that we really implemented during a world-wide pandemic. Being able to push through and adapt is what life I all about these days. I’m glad we were able to pull it off.”

Another fantastic twist to this show was creating a see now/buy now approach which gives viewers, fighters, members, and the public immediate access to this collaboration. According to Lipstein, “(This is) My first ever virtual see now/buy now runway show. It’s nice because the consumer doesn’t have to wait to purchase a product, (it is available) immediately after the show. It’s a trend that has already happened in fashion and it will continue to gain stream.”

This collaboration has brought attention to an industry that has yet to reach its full potential when it comes to style and fashion. Lipstein’s company brings forth a breath of fresh air by challenging the current designs and styles that many MMA fighters wear. Grungy Gentleman offers fresh, customized, and practical clothing that has cutting edge design, graphics, and colour.

Lipstein said that the feedback was tremendous and that he was humbled by the reactions. It’s no surprise that the crew and models were not the only ones who were thrilled about the clothing revealed during the fashion show. Lipstein’s Instagram account had great reactions from big names like professional UFC fighters Al Laquinta (@aliaquinta) and Ricky Simon (@rickysimonufc). Even professional MMA coach, Six Gun Gibson, full name Brandon Gibson (@sixgungibson), had words of support for Lipstein’s collaboration with BTC Fight Promotions.

Carruthers, Lipstein’s partner in this collaboration was also thrilled about how the show went. “Putting on the BTC fight x Grungy Gentleman Fashion was like nothing I have ever experienced and doing it in the middle of a pandemic is something I will never forget! Working with Jace and Grungy Gentleman has been truly an honor and a privilege. Jace is a consummate professional and so incredibly talented. Although he couldn't make it across the border and it certainly wasn't for lack of trying, he guided me and the rest of the team every step of the way. Watching our gym transform into a runway and watching our athletes, friends and gym members transform into models was incredible. The clothing line is unique and designed for style and function.”

Lipstein hopes to continue working with BTC and goes on to say, “I think that we have built a great foundation. I have really felt like we have taken their branding to the next level. I’m excited to dabble some more. This is our first full collection together, (and) once you see everything put to life, obviously new ideas spark. I’m really excited to work further with BTC promotions from a marketing and functionality standpoint with the fighters.”