“Man, your cars are straight FILTHY!”. When JJ Dubec, a doc­tor from Bri­tish Columbia, took a week­end cruise down to Ar­ling­ton, Wash­ing­ton with a group of fel­low car en­thu­si­asts, the ex­cited words of a gawk­ing by­stander at a gas sta­tion would go on to form a run­ning joke, a brand, and a life­style. Many read­ers may re­call JJ’s Lib­erty Walk GT-R or his Lib­erty Walk 458 from mag­a­zines and SEMA shows of re­cent years past, but only those pay­ing close at­ten­tion know that he is also the founder of an ex­cit­ing life­style brand and move­ment.

“F7LTHY def­i­nitely rep­re­sents the cars, but in a greater sense it rep­re­sents an at­ti­tude I have about life in gen­eral. Most of my life I was raised and trained in en­vi­ron­ments that ne­ces­si­tated a clean, ster­ile ap­proach”, JJ re­calls as he points out the con­trast and du­al­ity of his doc­tor-by-day, en­thu­si­ast-by-night life­style.

“It cel­e­brates the im­per­fect, think­ing well be­yond the rules and con­straints of­ten placed upon us. For ex­am­ple, a stock Fer­rari 458 may be a very iden­ti­fi­able sym­bol of per­fec­tion. It is clean and per­fect. Many own­ers would not mod­ify it one bit. They would wash it, wax it, and ad­mire it just as it was in­tended from the fac­tory. There’s noth­ing wrong with that.” But of course, breaking purist rules is all in a day’s work when build­ing wild rides. “We want to per­son­al­ize our rides, mod­ify it, stance it, wide­body it, cus­tom­ize it, make it F7LTHY.”

In the short few years since its in­cep­tion, the F7LTHY brand has evolved into a rec­og­niz­able force in the tuner world. With plans for a Lib­er­tyWalk Maserati GT MC Stradale for SEMA 2016, as well as a wide­body 2017 NSX in the near fu­ture, you can ex­pect to see more F7LTHY rides from JJ as time goes by and the move­ment grows. He con­cludes with more in­sight: “I feel as though the projects I do tend to echo that feel­ing of bal­ance which I think is im­por­tant in most ev­ery­thing we do. Work and Play. Learn and Teach. Dream and Build. Clean and F7LTHY.”

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