LAS VEGAS–(BUSINESS WIRE)–The young August McGregor brand is building a reputation on par with the respect Conor McGregor has earned from the couture industry. Launched by flamboyant Irish UFC champion champion Conor McGregor and David Heil, founder and creative director of David August, the new brand began retailing from January 2018, originally sporting a range of statement, three-piece suit outfits. 

McGregor garnered international press wearing outfits by the American clothier. The most daring was a customized three-piece suit he sported last year. The look featured a pinstripe effect whose stripes were created by lining up a string of explicit words.

The group has now extended the brand into performance intimate apparel, with a new line called Red Panty Night.

I really want to extend my brand beyond the sport that I love and share an important personal part of myself with the fans, said McGregor. Heil and I casually chatted about doing a women’s line together but we finally got serious over the past several months. I credit him with creating the look that is destined become a signature of mine, and there’s no other person I know who understands how fashion can change a woman — physically, mentally, and emotionally.

Heil’s vision is one of a power couple, each immaculately outfitted and ready to communicate and represent their inner strength to the world.

I want a couple who buys the complete look to feel as powerful and confident as Conor does whenever he’s in the Octagon, explains Heil.

August McGregor’s Philipp Plein-designed debut women’s collection will be made up of 24 looks for spring 2019. Popular styles include Classic, French cut, Hipsters, Thongs, G-String, C-String, Control Brief, Brazilian Brief, Tap Pants, Seamless, Bikini, Butt Lifter, Open Crotch, String Bikini, Garter Panty, Maternity Panty, V Kini, Caged Bikini, Cheekster, Butt Booster, and Boyshort, a feminine take on Conor’s loose-fit fight shorts. Red Panty Night panties will be available in a range of colors including skin color, Lucky green, the cheekily titled One In The pink, and red. Prices will range from $17.54 to $79.95. The collection will be available in select department stores and online at augustmcgregor.com.

Replying in his native Gaelic, McGregor summed up the brand in just three words: “Lá na nAmadán!”