just my .02 but if youre going with a 2"+ lift and flat fenders then go to 35s. The price isnt much more (especially if you go with 15" wheels) and it'll look much more proportioned. Im running flat fenders, 2.5" lift, and 37s and there is still a decent gap between tires and fenders.
I did run 32s (the stock rubicon wheels) with my lift and stock fenders and even with the stock fenders it looked a little goofy. Not bad, just not right. With flat fenders it would have definitely looked strange.
But its a jeep and to each their own, just thought I would comment. If you really want flat fenders and no larger than 33s then I would not lift it.
2014 granite JKUR 6spd, JCR dagger w/stinger, warn m8000s, teraflex tire carrier hinge, spiderwebshade, dirty dog 4x4 netting, 2.5" RK x-factor w/bilsteins, diy rock lights, sPOD, black box 50" light bar, JCR skids, dynomax comp exhaust, locker override, KOR front driveshaft. 37x12.5 Cooper STTs on 17x9 XD Addicts, CC ultra rear bumper, VKS Sliders, Trek Armor seat covers, Cobra 75 CB