Audacious. Intimidating. Dominant. These are characteristics that describe many of the professional athletes Silver Star Casting Company sponsors, such as UFC superstars Rashad Evans, Anderson Silva, and Georges St-Pierre. But to owners Luke Burrett and his wife, Charis B., these adjectives also typify the Southern Cali attitude imbued in the clothing made by the Orange County-based company. Now best known for its attention grabbing, graphic T-shirts, Silver Star began its existence in 1993 making sterling silver jewelry. However, it wasn’t until Burrett merged his love for mixed martial arts (MMA) with the idea of turning Silver Star into an apparel company that things really took off.

The pivotal moment for the company took place at UFC 92 as the lights lay low, awaiting Rashad’s introduction in the main event against then-champion Forrest Griffin. As the beat from KRS-One’s old-school hip-hop classic, “Step Into A World,” dropped, the lights came on and Evans walked in sporting a Silver Star T-shirt, bobbing his head with a swagger that helped carry him to both a victory and the world championship that night. The badass aura Rashad projected is precisely what Burrett wanted to convey to millions of UFC fans watching at home. DUB visited the Burrett’s San Juan Capistrano estate (they own two houses adjacent to each other), as Luke recalled Silver Star Casting Company’s transformation into one of the UFC’s signature clothing sponsors.

Can you describe Silver Star’s origins as a jewelry company?
My whole business was really inspired by cars. We started out selling custom car emblem rings: Impala, Cadillac, Ford and Lincoln—pretty much all the different car companies that [are considered] lowriders. We used to go set up at car shows and sell our sterling silver jewelry.

How did the transition into making clothing instead of rings start?
I watched other companies get huge doing T-shirts. [Since] people liked my jewelry they started buying the T-shirts. I started getting that name recognition and thought, “Why am I even doing rings?” Now we have a Hot Rod [T-shirt] collection, we have a custom car collection and an MMA collection.

While we’re on the subject of cars, what are some your favorite things about your rides?
On my 2007 Bentley Continental, MHT did a special edition [wheel] with red inners and matte black outers, so to me that was a little bit different. I have a 2009 Sport Chassis and that thing’s just done to the hilt. Whenever you have the turn signal on, there’s a camera on each side that shows up on the monitor. It’s a monster truck. You’ve never seen a truck like this ever. I can’t even begin to tell you all the options.

What’s your sentimental favorite out of all your whips?
I have a 1967 Bonneville. It has a big-block 400, customized with air bags, and it’s repainted. [Laughs] I got Bonnie and Clyde on the license plate for me and my wife. That vehicle to me is a special vehicle. You just don’t see a lot of 1967 Bonnevilles. In fact, I’ve never seen one on the streets. And it kind of looks like a Riviera and Impala mixed, and I really like both those cars.

Although you now sponsor many top MMA fighters, there seems to be somewhat of a rock and roll/music influence to your brand. What musicians have influenced your company’s style?
We did some stuff with Cypress Hill and those guys. Tommy Lee is a good friend of mine, and he definitely has an influence on the rock and roll aspects [of the clothing brand]. Me and Travis [Barker] had our days together, too. He has inspired me, as well.

What gave you the idea to focus some of your clothing lines on MMA and UFC?
There wasn’t a premium brand in The Octagon. I saw what TapouT did. They did a great job; those guys are awesome over there. But I saw a void for premium, higher-end business. So we went and attacked it by getting two of the biggest stars [in MMA], St-Pierre and Rashad. Now, I have a great relationship with the UFC.

Rashad walking out in a Silver Star T-shirt and winning the belt was a high point for the company. What was one of the lowest points for the company that you had to overcome?
We’ve been in business for 17 years. Four years ago, we were talking about moving into my garage and shipping [product] out of there. But you just keep putting money into the business, and you don’t take it out until the end. We started gaining momentum since we got involved with the UFC—that was the driving force that really changed it.

What mindset did you need to possess to realize your vision for this company?
Persistence. Just never quit. Full-throttle ’til the end. My vision is to this: become one of the biggest clothing companies in the world one day. And I want to do it in the next five years.

So what is the biggest difference in your life since you’ve started the company?
[Laughs] I have to work 10 times as hard now! My life was mellow back then [before Silver Star].

How do you manage to prosper and actually gain momentum in these tough economic times?
You’ve got to be able to evolve and see what’s working at that time because if you stay with the same thing all the time, you’ll be out of business. It’s a challenging time. In these times, you turn up your marketing, you don’t turn it down.

How do you think Silver Star can evolve from what it is right now?
Well, we’re really focused on a lifestyle. We’re a lifestyle brand, not just an MMA brand. Even though I’ve had a major passion for the MMA world for years. I’m really focused on bringing different collections, whether it’s a motorcross collection, a car collection or a surfing collection. I want a brand that everybody wants to wear. On this new line in 2010, you’re going to see it all. We haven’t even begun. It’s just beginning.

Photos: Jay Canter