It's strange, I know, but there's an explanation to it.
The type of audience that is going to wear this clothes have 2 main characteristics: money, fame, or both. Then the briefing explains that the audience resides in urban zones, the "concrete jungle", and they live as a king.
Then, what I'm trying to communicate is "be the king of the concrete jungle".
I did this because when analyzing the "alpha male" feeling that you want to transmit. It came to my mind the old chalice (woman) and sword (man) myth that was much mentioned in the Da Vinci Code. I'm using the sword here.