MMACanada.net Profiles Sinister Brand with Ed Soares

You may see the world's top pound for pound fighter, Anderson 'The Spider' Silva sporting such cool gear, thanks to Sinister Brand.  Ed Soares, the man behind the operation takes us through his journey with this Southern California brand that has hit the mainstream.  Ed Soares is known for managing some of the top MMA fighters in the world like the Nogueira brothers, Lyoto Machida, new comer Junior Dosantos and most notably pound for pound top fighter in the world, Anderson Silva.

Sinister Brand has been around before Ed Soares took ownership.  Ed was a succesful nightclub promoter.  At that time, Ed Soares stepped down from promoting at nightclubs and the owners of Sinister (who also owned a few nightclubs) appointed Ed Soares the national sales manager.  "I became a sales rep for Von Dutch but had more passion about Sinister, so the owners made me a deal I couldnt refuse.  They told me I could take Sinister and run with it! So I did, officially on March 10, 1998", Ed tells MMACanada.net

"Most people dont really know, but I helped design Chuck Liddell's "icycles" shorts that he wears to the cage" states Ed.  "We manufactured most of Tapout shorts back in the day".

So what seperates Sinister Brand from the rest of the competition? "We are a Southern California lifestyle company, our products range from board shorts, denim jeans, button up shirts, etc...we are not just an MMA apparrel line. Our quality seperates us from the competiton in the MMA world", says Ed.

Sinister reaches out to a wide demographic of 13-40 year olds.  "The core demographic would be 18-34,  what our clothing represents is the lifestyle of the people who wear it. (Skateboarding, MMA, motorcross etc..) if you're into one of those things you're gonna love our brand", states Ed. Sinister in a nutshell incorporates all of that into their brand. "If we had to isolate to a specific age group, people from 17-25 would be our best buyers", says Ed.

When we asked Ed Soares if Canada made the top 5 countries for purchases, he said, "Hell yah!! Canadians love our products.  Canada, along with the U.S., Europe and Japan are our big sellers.  They really love our stuff".  Ed also stated that in the next 12-18 months Sinister Brand can be expected to enter a lot more stores in Canada and advertised a lot more throughout the country.

A lot of hard work and dedication goes into running a succesful clothing company.  At Sinister, a collaboration of a bunch of people in the company is what prodives the best product for the people who wear it. "We are a family, guys sepcialize in making graphics.  At the end of the day it's everyone's two cents that goes into the products.  There is not one specific person who has the final say, everyone has their own opinion when it comes to graphics, different styles and everyone on the team has different tastes.  The one thing I must say is that we have consistant cool designs!" says Ed.

It's not a wonder why Sinister is quickly growing, and not only in the MMA world.  Fighters such as Anderson Silva, Chuck Liddell, Carlos Condit, Jens Pulver, Dwayne Ludwig, JZ Calvacante, Junior Dosantos and Michael Bisping are some of the athletes that wear and support Sinister Brand. "We do a lot of co-op stuff with different fighters", says Ed.

When we asked what future goals Ed Soares has in store for Sinister Brand, he states "To keep building cool products, keep growing and making an impact in the world.  Definitely supporting more athletes.  Build the brand into a great solid brand that will be around for awhile".

There are some cool perks with owning your own clothing company, if you don't believe us, ask Ed Soares.  "Man it makes me feel stocked when I see people wearing Sinister.  For someone to pick my stuff in comparison to what's out there, I'm flattered.  I'm excited at all times when I see someone wearing the Brand, and the coolest thing about having a clothing company is being able to give your friends some cool clothes!"

Check out www.sinisterbrand.com 

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