Tyson Fury has a larger than life personality, so it’s only right his fashion sense epitomises exactly that.
Ahead of his much anticipated rematch with Deontay Wilder, the Gypsy King once again pulled out all the stops as he unveiled his latest creation on Thursday: A suit with the words ‘you big dosser’ written all over it!
Fury has used the term to mock his heavyweight rival Wilder, ever since their first meeting back in December 2018.
It’s not the first time he has worn an outrageous outfit to get in the mind of an opponent and talkSPORT recently caught up with the designers responsible for bringing his creations to life.
When talking to the guys at Claudio Lugli – a brand that has exploded after working with several top sporting superstars and even the WWE – it became very clear Fury likes to try and gain an advantage with his attire.
Brothers Navid and Omid Salimian, the men behind the brand, explained the importance of tone and creativity with Fury before he revealed the design.
“The idea of the suit is to throw Deontay Wilder off his game,” said Navid.
Tyson Fury’s suit designed by Claudio Lugli with the words ‘you big dosser’ written onto it
Tyson Fury’s streak of amazing suits continues with this design from Claudio Lugli
“All of our suits incorporate a storytelling element.
“They will have moments of history and moments that are potentially yet to come depicted on the shirts.
“Most of them have Tyson’s face on the shirt, by his choice [laughs]. You won’t want to miss these designs.”
Navid went on to explain how the suits give Fury an air of confidence that has helped him previously.
“We’re there to give Tyson that extra five per cent confidence,” he continued.
“He’s already in shape, focused and ready to go, but the garments are almost his superhero cape.
“At this first press conference, we noticed Deontay Wilder came in a tracksuit and Tyson was in a three-piece.
Custom-made suit with subtle Mental Health connotations and iconic Fury quotes. A classy touch from the lineal Champ Tyson Fury to raise awareness for mental illness and internal struggle @Tyson_Furypic.twitter.com/AqXtI4mXNp
— Claudio Lugli (@Claudio_Lugli) February 19, 2020
It’s only fitting that a colourful suit accompanies Fury’s larger than life personality
Fury’s designers say their suits are there to give the boxer and extra five per cent
“Then at the next press conference, Tyson is wearing a shirt with World War II spitfires on with a tweed suit, almost like a general. And then the next one, Wilder turns up in a golden Versace shirt.
“And that’s when we realised, we’re making a difference here.
“I think the mental edge is Tyson looks and feels better and, ultimately, it led to Deontay having to change his behaviour.
“So we’re there to give him that edge, but all of these designs are very much a collaborative process.”
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Claudio Lugli has grown exponentially in the past few years and they even have an exclusive deal with WWE.
But, the brand is well aware of the impact Fury has had on them.
“Tyson Fury has done so much for getting more eyes on our brand. Not just in the UK, but in the US as well.
“The initial partnership and friendship takes place five years prior for [Wladimir] Klitschko versus Tyson Fury. We got a call from his representatives asking us to do a bespoke suit for him.
Heavyweight champions of yesteryear adorned this number for his fight with Tom Schwarz
“Obviously, the size of the man is something that we have to heavily take into account [laughs] and it’s a challenge. I was very interested right away, though.
“I’d previously worked with Amir Khan, Conor McGregor – I think that’s what piqued their interest.”
Navid also recalls thinking Fury was going to wear one of their suits to a press conference with Klitschko, only for Batman to appear.
“I think the turning point was, and this is after a lot of alterations and a lot of work, we’re dong the fitting at his house and he says ‘listen, bring this to my press conference’.
Fury also kept up his larger than life appearance when he crossed over into professional wrestling with the WWE
“And I’d never been to a boxing press conference before so, as you can imagine, I was very, very excited to go. I’m sitting in the third or fourth row and he comes storming in with a Batman outfit! So that’s not what I’m expecting [laughs], I’m thinking I’m in trouble here, we’ve gone through all this work!
“I’m really keen to see him wear the garments. It’s obviously an unforgettable press conference and luckily he comes storming back in as Bruce Wayne, three-piece suit, waist coat, bowl hat, Al Capone and he puts on a really amazing performance.
“From that moment, I realised he had a unique charisma and a great personality and that’s how I knew I could incorporate flashier designs and test whether he’d be interested in being a bit more daring. But, before I can suggest that, he’s suggested it. He’s like ‘now we’ve got to up the ante!’”
You can listen to Fury and Wilder ditch the suits and do battle in the early hours of Sunday morning live on talkSPORT.