Fighting Fad: Affliction

affliction |əˈflik sh ən|

noun

something that causes pain or suffering : a crippling affliction of the nervous system.

• pain or suffering : poor people in great affliction.

• Astrology an instance of one celestial body afflicting another.

As defined, Affliction, the California based “skull and crossbones inspired” clothing line, is the source of great pain. Not only is it an eyesore to the general public but may also prove to be detrimental to the Mixed Martial Arts scene’s future.

The repopulating of fighting as a made-for-TV event is forcing the sports world to shift gears. What is considered now to be the risen from the underground, the introduction of a new billion-dollar industry, MMA fighting, particularly the Ultimate Fighting Championship has stepped into the ring as a primetime television/pay-per-view event.

 With the ring in the spotlight, companies race to catch a glimpse of that light and popularize their products. With an ever-expanding fan base, UFC and the rest of the fighting industry should be wary of misrepresentation and endorsements from Johnny-come-lately brands. The careless adoption Affliction clothing, previously representing its own fighting match-ups that failed, may allow for history to repeat itself.  

Fightwear, as best-seller mainstream as it may currently be, is a passing fad that UFC should be thankful for. The “live fast” motto of the brand proves to be an ironically ideal representation of the short-lived line. The combination of proficiencies; boxing, iu-jitsu, muay thai, and wrestling, the most inclusive fight should not be represented by such simplicity. The shirts are busy, but their gameplan’s daft. Vice President of Affliction Clothing, Tom Atencio, was quoted, “I can honestly tell you that stuff came from us as far as the Gothic lettering, the crosses, and that kind of thing. It’s not meant to be religious, it’s just elements our designers like to work with.” No rhyme, no reason, no technique, and most crucial, no style.

Despite the lack of substance, there is a specific demographic of customers who are becoming intertwined with skulls and wings. This apparel, in the form of jeans, t-shirts, hats and hoodies, is bringing in a $7 million annually from an undesirable portion of the population. The portion, who until now, was seen in oversized sweatpants and plain t-shirts. They’re aggressive, clubbers, bar hoppers. Their new shirts allow them to appear more like a rebellious rockstar, or the mystifying man on campus.

If UFC wants to remain the dominant with their previously loyal following in-tact, the company should address the differences between their intricacies vs. Afflictions’ simplicity and see that there is no contest.