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It was Sunday the 11th of May, and in Montreal, Canada, Jack Della Maddalena had just become world champion.
Seconds after it was made official, Australian brand StreetX went live with their latest release, a graphic t-shirt labelling Maddalena 'World Champ', with a slogan across the back - 'CAME FOR THE BELT AND LEFT WITH THE WORLD'.
The brand has been a collaborator with Australia's newest title-holder since the beginning of his MMA career, and on the biggest night of his life they were there the entire way.
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"We f**king knew," StreetX founder and director Daniel Bradshaw told Sporting News Australia, speaking from New York City in the days following Maddalena's win.
"I had everything ready to go with a few thousand shirts on hold, mate, ready to go, because we knew.
"We had it all pre-set up and ready, and literally I was on the phone after the second round, I messaged home and said 'Let's get ready to go because it's going to happen.'
"We definitely didn't miss a beat. That's how confident we were."
That confidence paid off for Bradshaw and his brand, with Maddalena going on to claim the UFC Welterweight World Championship, taking down Belal Muhammad via unanimous decision.
The win for both brand and fighter was the result of over a decade of hard work and dedication, as Bradshaw grew StreetX into a truly global fashion super power - with humble beginnings in Perth, Western Australia.
"When I was young, I obviously always loved clothing and lifestyle, community or streetwear, if you want to call it that. I just never knew how to start anything, obviously, just being from Perth and not really having a unique brand story," Bradhsaw said of his brand's origins.
"What I originally did was to start a store to sell a bunch of brands that I liked because I didn't know how to create a brand. Obviously, I thought the next best thing I could do, if I don't know how to do a brand, I can create a store and I can curate all of the brands I do like and build things from there.
"We always wanted to have our own brand, but I learned more and more over the years. Then probably about four years into having that store, we started really making our own stuff. We'd always just made the odd thing here or there, mainly just giving away all of our stuff. Then eventually, we did start making our own.
"Obviously, for us for many years now, our stores and pop-ups are always exclusively our own product. We sell all around the world, we've done pop-ups all around the world, too."
One key part StreetX's success has been their ability to tap into the sporting world, creating sought-after fashion pieces inspired by elite athletics.
"We've done it from the very start," Bradshaw said.
"We've been referencing football graphics for 10 to12 to 14 years since we started.
"Then the same with combat and martial arts stuff, we always referenced that in graphics, slogans, and call-outs on the garments.
"Then in the last 4-5 years, we started developing our own on-mat, actual performance product, which we just launched this year. Now, obviously, we've worked with Della for the last four years more. We just did more lifestyle stuff with him because we were so used to always referencing sporting events and people. It made sense to team up with athletes who had a good alignment to us."
Bradshaw himself was a keen athlete, with a background in high-level football as well as martial arts, the latter of which helping him to forge his bond with Australia's newest UFC champion.
"The first time I ever saw him train, I went to his gym Scrappy MMA, because one of my good friends Jack Becker had just moved to that gym.
"I went to just train at Scrappy. This was when I was still training a little bit more. I literally just did one light round of spying with Della, and I messaged the group chat of my mates being like, 'Holy f**k.'
"It was his last fight before he went to the UFC. I was like, 'Man, this guy is going to kill the guy he was fighting,' then low-and-behold Jack knocked him out viciously. But from then, just seeing how good he was, I was like, 'Man, he is special.' The second we had the chance to work together, we've worked together ever since.
"It's crazy, man. It's like one of your mates from home being a f**king celebrity. It's wild. It's just like your average dude from Perth who's nonchalant, relaxed, chill, stays out of the limelight, just is now the biggest superstar in that space in the world."
MORE: Jack Della Maddalena's manager teases fight news
But Maddalena is not the only combat sports personality StreetX has linked up with; earlier this year the brand also linked up with UFC fighter Chito Vera and combat sports personality Craig Jones to help launch their new performance range - StreetXAD.
"It's been in the works, we've obviously referenced martial arts since the start, but we always just had that as an idea, 'We're not a fight brand at all, so that will never be the focus.'
"It was only over the few years that it kept building, building, we were like, 'F**k, it's cool making the tees or not, but it would be cool to do a little bit more.'
"Then it's only recently over time, we've started really building that out. Then this year, we officially launched it. That was the plan prior to that for about 18 to 24 months."
StreetX has also made waves in the football community, their collaborations with the AFL selling out instantly.
But according to Bradshaw, his brand spoke the collection into existence in a unique way, using the team's logos in an unauthorised capacity until the league decided to make it official.
"We ripped their logos off illegally for years," he said.
"I think it was the 2018 Grand Final when the Eagles won, we were really ripping off their logos for a long, long time and releasing a lot of stuff based around the Eagles and Dockers.
"Then we got a couple of cease-and-desists and nothing really happened. I was just a young dumb kid. Then eventually, we got a stronger knock on the door.
"Fanatics, the company that now runs all of the AFL merchandising, gave us a pretty stern, 'Hey, we know exactly who you are and what you've done, but it's time to make it official now.' Again, my whole goal with that was all I need is a meeting and then we'll get a deal. That's actually what happened in the end."
But for any reputable fashion label, the most important question is always 'what's next', and Bradshaw has plenty ideas lined up, from an Umbro collaboration to a Football World Cup collection, as well as once again linking up with Craig Jones ahead of his grappling tournament the Craig Jones International.
He also has plans for a second sneaker collaboration, following their February release of a pair of Crocs inspired by the Australian desert. A decade on, Bradshaw is still finding new ways to reinvent his iconic brand, while still staying true to its DNA that enabled it to reach worldwide acclaim.
"I'm extremely proud, but for me, it feels like we're just starting."
"I mean, it feels like we've been doing this for so long, but it still feels like it's just the beginning. For me, it's like I still wake up like a little kid when we get samples. I'm up at office first thing, messaging my staff saying, 'Where are the samples? Where are the samples?' For me, it's just the start.
"We haven't taken the short route or shortcut, but I think everything we've done has got a lot of integrity and stands by itself.
"I don't think there's anyone else in the market doing what we're doing."
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