I cant put it any better than they can:
"Graffight Apparel is a mainstream lifestyle apparel company with a strong base in the Mixed Martial Arts Community. Started in January 2008 by Gary Ibarra, a freelance graphic designer and avid MMA fan, Graffight has slowly but surely surfaced as an up and coming brand name in the mixed martial arts community, mainly because the ideal that their original brand of MMA Lifestyle Apparel is based on. The mission that Graffight has chosen to embrace was concieved and developed specifically with the goal of creating something completely different than what the public believes MMA apparel to be. There are no designs rife with blood, skulls, dragons, medieval references, violence laced slogans or Gothic based fonts or type treatments, these are all icons that represent a stereotype that they believe was perpetuated incorrectly."
Gary of Graffight is actually blogging about his whole experience of starting a company and it is very much worth the read to see what type of work goes into it. You also can see that these guys really are fans of the sport and arent just out to make a buck.
Below is a preview from their media kit
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