LVRG may be new to the mixed martial arts apparel business, but they are in it for the long haul.  Unlike many apparel companies who seem to be a fly by night by putting up some skulls and crosses on a t-shirt, LVRG went the smarter route and built a team of fighters that they sponsor.  Knowing that the only way to build their brand of clothing was to help build fighters, LVRG looks to be in it for the long haul.  MMA Recap's Brent Todd sat down with German Reyes who is one of the owners of LVRG to find out a bit more about this company.

So what made you decide to get into the apparel business?
I've been involved in this sport for over 15 years now, as a fan, student, and fighter. The idea to form this company came to me while deployed to Iraq. It really came to life through the desire to give something back to the sport that has given so much to me. At the beginning, my partner and I sought out to find athletes that embodied the will and drive, the determination and hunger, to excel in this sport and leverage themselves to the top. We started at the grassroots and began building a team to sponsor that embodied all of what we expect this brand to represent. We are proud of what we have created in such a short time and look forward to a long and bright future in this sport.

What's the significance of the name LVRG?
The name LVRG (Leverage) in itself says it all. LVRG is about finding that strategic advantage and using it to your benefit. Whatever drives you to achieve and excel,  whatever pushes you forward and keeps pushing you forward, whether that be in the cage or in life, that's LVRG.

What's the story behind "Legacy Starts with Leverage"?
Fighters that get involved in this sport do so with the dream to eventually get to the pinnacle of it. They train day in and day out moving through the ranks leaving impressions of who they are each time they step in the cage. That impression, that mark, follows you through both your fighting career and life, and it's how you decide to leave that legacy that determines how you will be remembered. That legacy has to start somewhere, and it begins with leverage.

Which fighters are you sponsoring now?
Currently LVRG sponsored fighters include; Dennis Dombrow, Ryan Williams, Will Brooks, Damien Norris, Mike Pitz, Johnny Odisho, Gilbert Shamoun, and female grappler Jiyoon Chung. Dennis Dombrow just had a fight at Strikeforce Challengers 14 in Austin, Texas. Will Brooks and Mike Pitz are coming off of very impressive wins at the recent Chicago Cagefighting Championship 3 event. I'm also talking with a few other local standout fighters whose names I won't mention just yet.

What do you look for in a fighter when you consider sponsorship?
You have to be dedicated to this sport first and foremost. We're not looking for any part-time fighters. What I am looking for are fighters who are hungry and try to soak up as much knowledge as they can in the gym day in and day out. Fighters who push themselves not only in the gym but through social media, gaining fans for both themselves and the sport. Look at Will Brooks for instance, this kid has dedicated his life to become a top-level fighter and in my opinion it is just a matter of time before he really gets noticed. He just had an incredible fight against Guillermo Serment in which he completely dominated the fight. He gets better and better each time he steps into the cage, and what makes him so successful is his drive and passion. He's determined to make it to the upper echelon of the game and those are the type of fighters we want to represent and to have represent LVRG

What products do you offer?
We are still in the branding stage of the game, so for now we offer t-shirts, and hoodies. But look out for an extended line, to include fight shorts, in the coming months.

What separates you from other local apparel companies?
First off, we aren't the traditional MMA brand in terms of style and aesthetics. LVRG is a brand dedicated to the fighters we sponsor. We try to distinguish ourselves through them and through our designs. We also pride ourselves in being a Chicago brand, even representing it in a few of our designs. I don't consider this just another t-shirt brand, there is a lot of passion and dedication that goes into what we do and who we are.

Where can people find your products?
People can score gear at the LVRG website, www.lvrglife.com. And as a matter of fact, if you enter MMArecap in the PROMOCODE box at checkout, you'll receive 20% off of your first order. This offer will be good through the end of March, so be sure to take advantage of it!!

German Reyes