Attila frontman Fronz is partnering with the founders of Blackcraft clothing to create a new clothing+lifestyle brand called Deadlift.

As a brand, Deadlift wants to provide clothing for people who want to live an active lifestyle, but would like to stick to their alternative style. Their motto, “Be The Better You,” hopes to inspire wearers to be themselves.

“Deadlift was formed when I realized that there weren’t any fitness brands that appealed to me or my friends. Every day when I’m in the gym, I see all of these bright, tacky workout clothes but nothing that I would ever want to wear,” says Fronz. “I hopped on the phone with my friend Bobby (Blackcraft) when I told him my idea for a dark/evil themed fitness brand. Oddly enough, he already had a very similar idea in the works, so we combined forces and that’s when Deadlift was born.

“Together Blackcraft and Stay Sick have teamed up to create a healthy lifestyle/workout brand for those of us that prefer an alternative style of clothing. Our motto is ‘Be The Better You.’ I’m not a perfect person and neither are you. Every day is a new opportunity to better ourselves and become the person we want to be.”

You can check out a few of the Deadlift athletic products below, and you can purchase the pieces here.