Dead Game - Sparta brothers launch apparel line inspired by the fighting spirit of pit bulls

Sparta - Scott and Tim DeLorenzo have attitude. The brothers, both Sparta residents in their twenties, have launched a new clothing and apparel company, labeled Dead Game. “‘Dead game’ is a term used for hundreds of years in the sport of boxing,” explains Scott. “When someone has been beaten badly, but keeps going, this is referred to as ‘dead game.’” Their products have an unusual edge to them, which encourages never giving up, either in sports or any personal endeavor. Their designs promote the competitive instinct that drives success, and they compare this drive to the determined spirit of a fighting dog — an American pit bull terrier — which has become Dead Game’s mascot. Most of their shirts and sweatshirts feature a picture of an American pit bull terrier along with a competitive statement. “Having seven pit bull terriers of my own, I see this breed of dog as being a symbol of perseverance, of never quitting,” said Scott. And the pit bull has been at the center of the enterprise since the beginning. While attending a pit bull dog show, the brothers noticed the t-shirts available for purchase were “outdated.” “The shirts for sale were corny. They had a pit bull with their teeth baring and it looked trashy,” recalls Scott. This is when the idea for dead Game started to take form. The brothers realized they could create a theme that would be more stylish and attractive to the young, urban kids who were there. Many of Dead Game’s products may be considered controversial, and the brothers admit their products may not be for everyone. One of their shirts, called “Time to get Grimey,” carries the quote, “A time for work, a time for play; this time it’s war, your time’s up today; in a land of killers, I may just be the worst; and this time we will see whose last days will be first...” Some find the products downright offensive. A visitor to Dead Game’s Web site left the following message: “Your products and ideas are sick! You should be hung from that bloody chain on your (Web) intro page. I will report you to every agency I can think of to stop you from promoting the sick and illegal acts of animal fighting.” The DeLorenzo brothers dismiss the criticism as unfounded and said people who take offense at their products misunderstand the intended message. “Dead Game is simply a company attempting to depict positive life messages, and the dogs are merely a way to accomplish that. Perhaps the fact that we have begun business with our main product line centered around dogs has made us appear to be a ‘dog company’ with malicious intent. This is not the case,” says Tim. “This is a company founded on the belief that perseverance is one of the most important traits a human or animal can have.” But the brothers acknowledge and embrace the hard edge of their products as part of the company’s identity and part of its appeal. “There is an element to our products that is hard core. We knew we might ruffle some feathers portraying the pit bulls fighting, but it will get us noticed,” adds Scott. “We’re not promoting the fighting, we don’t condone the fighting, but what we are marketing is the heart and personality that these dogs have and how those characteristics are similar to those possessed by many athletes.” Dead Game offers t-shirts, long-sleeved shirts, sweatshirts, hooded sweatshirts, rash-guard shirts, hats, grappling board-shorts, and ‘Dead Game’ dog collars. The DeLorenzos plan to expand their line to eventually include boxing trunks, equipment, jeans and sneakers. The company’s target market are males aged 15 to 35. According to Scott, the company continues to grow, registering sales from around the country and the world. “Full-contact and grappling fighters seem to like it. It attracts any athlete who respects heart,” says Scott. He says the company hopes consumers will view Dead Game products in the same vein as Marc Ecko, No Fear and Nike. “They carry the same kind of attitude we do — never giving up,” he notes. Dead Game products are offered at Eccel in Newton, Division East in Montclair, Heirs in Jersey City, Ace Pets Supply in Newark, and Animal Feeds in the Bronx, N.Y. However, most of the company’s sales come from its web site, dead-game.com, where all available products can be purchased. For information, call 973-579-4800, or toll free at 866-DEAD-GAME.