The RUPA Story
From the Streets to the World Stage
2003 - 2007
In 2003, a group of young men from the neighborhood of Črnuče, Ljubljana, began to gather at a rooftop gym they built in their block, Polanškova 19. This humble gym, converted from a drying lounge, became a local hotspot where the guys would challenge each other in bench press competitions and training sessions.
During these early days, they’d watch legendary fighters like Mike Tyson, Bas Rutten, and Mirko “Cro Cop” Filipović. This ignited a deep love for combat sports, and soon street fights turned into a genuine passion for organized combat. Among the group, two brothers stood out—Toni and Tomi Šude.
Tomi, the elder, began training in boxing at Club Dolomiti under coach Roman Hirsch. His journey soon led him to Brazilian Jiu-Jitsu and MMA, bringing along his younger brother Toni. As their passion grew, so did their need for more space. Complaints about the noise from the rooftop gym prompted them to search for a new location.
In true fighter spirit, they found a solution: a Yugoslavian bomb shelter, built during the Balkan War. After gathering signatures from local residents, they secured the right to use it. They nicknamed the place "RUPA," which means "The Hole" in Serbo-Croatian, and it quickly became more than just a gym—it became a community. With help from friends, they transformed the shelter, bringing in tatami mats and hanging boxing bags.
From fighters for fighters
2007 - 2010
In 2007, Toni attended UFC 70 in Manchester and was offered a chance to open a fight store in Slovenia. He declined at first, focused solely on his fighting career, but his close friend Luka Kogoj had a different vision. Luka saw an opportunity in the lack of accessible training gear and convinced Toni to start a business together.
With just €3,000 and a determination to make training equipment available, they began selling gear out of Luka’s basement. After a couple of years, when their business partners didn’t align with their vision, Toni and Luka made the bold decision to create their own fightwear brand. The name came naturally: RUPA Underground—inspired by their shelter gym and the strong community it built.
The brand quickly gained a loyal following for its high-quality gear. Fighters across Slovenia began wearing RUPA, and soon, the brand became synonymous with the fighting community throughout the Balkans. Top regional fighters, like Bor Bratovž, Bojan “Želva” Kosednar, and Miran "Slo Rocky" Fabjan, proudly represented RUPA, solidifying its place in combat sports culture.
From the Streets to the World Stage
2010 - PRESENT
In 2012, RUPA achieved international recognition when fighter Igor Pokrajac wore a RUPA t-shirt in the UFC 140 octagon.
Like many businesses, RUPA faced challenges during the COVID-19 pandemic, but in 2022, the brand saw a new chapter. Žan Tratar, a passionate young sports enthusiast who had worked with Nike, joined forces with Toni and Luka. With a shared vision, they began a complete brand overhaul, launching the "Rebirth" collection at the end of 2022, with a mission that remains true to their roots: "From fighters, for fighters."
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