Driven by the spirit of generosity, the
award-winning whisky teamed up with Houston icons Bun B and PURPLE BRAND
co-founder Luke Cosby to debut a
limited-edition collection honoring rodeo style
HOUSTON, March 11,
2025 /PRNewswire/ -- On Black Heritage Day
(March 7), Crown Royal
returned to the Houston Livestock Show and Rodeo™, transforming the
2025 opening weekend into a defining moment in celebration of
Houston culture. As an official
RODEOHOUSTON® sponsor, the award-winning whisky brought the Crown
Royal Saloon & Showroom back to NRG Park. This year, the
reimagined footprint showcases the unique style of rodeo fashion,
features live music from local DJs and encourages guests 21+ to
engage in activities in the spirit of generosity. Rodeo-goers will
be able to stop by the Crown Royal Saloon & Showroom from
March 14-16 including Sunday's
festive Go Tejano Day.
The brand also reignited its partnership with Houston legend and Rodeo headliner, Bun B. In
honor of the highly anticipated Bun B Birthday Bonanza, Crown Royal
collaborated with PURPLE-BRAND co-founder Luke Cosby to create the performer's on-stage
look, consisting of a standout premium leather vest, combining both
ostrich and suede leather with all-over rhinestone embellishments,
as well as a striking leather trench incorporating arm tassels,
screen print and rhinestone details. Following the performance, the
trio launched an exclusive collection inspired by Bun B.
"The Houston Livestock Show and Rodeo has been an important part
of my life forever and it's like no other place. It's where you see
the best of Houston culture come
together and showcase all the unique facets of our community," Bun
B shared. "Performing at the Rodeo is an honor, and I love every
aspect of creating that show. I look forward to my on-stage look
every year and trust PURPLE will create something that I love.
Being able to bring two brands I respect together to form this
unique look and create a collection inspired by those looks, made
this Rodeo even more special."
CROWN ROYAL X PURPLE BRAND RODEO CAPSULE COLLECTION, INSPIRED
BY BUN B
Drawing from Bun B's signature onstage looks, this
limited-edition rodeo collection blends Western heritage with
modern streetwear. This collection is the natural progression of a
two-year partnership with the Houston legend and award-winning whisky brand.
And the addition of fellow Houston
native, Luke Cosby and PURPLE BRAND
– which has styled Bun B with custom outfits for all four of his
Rodeo performances dating back to 2022 – is a testament to the
dynamic and diverse fashions that truly represent the local
Houston community. More than just
a fashion collection, this collaboration embodies the spirit of
generosity that is in the Crown Royal brand ethos. Net proceeds
from the collection together with consumer participation in the
Purple Bag initiative at the Crown Royal Saloon & Showroom, as
discussed below (up to $25,000) will
be donated to Soldiers' Angels' LA Wildfire Relief Fund supporting
fire relief efforts for veterans in the LA area. *
Available for purchase now at PURPLE BRAND's Houston location in The Galleria mall and
online beginning March 11 at
12:00pm EST at www.purple-brand.com,
the collection is comprised of three statement pieces:
- Crown Royal x PURPLE BRAND Jeff Hamilton Varsity Jacket:
A masterfully crafted collaboration with legendary designer
Jeff Hamilton, this varsity jacket
exudes prestige and heritage. The body is tailored from 100%
premium wool, while the sleeves, collar, and waistband are
meticulously constructed from supple, high-grade leather for a
sophisticated contrast. Featuring our iconic Crown Royal logo
prominently embroidered in gold on both the front and back, the
jacket also features Intricate luxe chenille leather patches and a
sumptuous satin lining, adding depth and dimension, elevating the
jacket's timeless appeal. Inside, a bespoke edition plaque cements
its status as a true collector's piece.
- Crown Royal x PURPLE BRAND Bun B Signature Poncho: A
bold, statement-making poncho, blending luxury with cultural
influence. Expertly woven from 100% premium wool, it features the
classic Crown Royal script logo and Bun B's signature typography,
intricate chain stitch embroidery, and refined fringe detailing.
With a dramatic 54" width and 108" length, this oversized
silhouette is designed to drape effortlessly. This item is a
recreation of the poncho that was famously worn by Bun B on stage
at the 2024 Houston Livestock Show and Rodeo.
- Crown Royal x PURPLE BRAND Graphic Tee: A refined take
on classic rodeo style, this premium black jersey knit tee is
elevated with a Crown Royal inspired gold foil detailing across the
chest, back, and sleeve. Thoughtfully designed for both style and
comfort, it features an inset crewneck collar and a tailored yet
relaxed fit. Made from 100% cotton, this piece delivers effortless
sophistication with a modern edge.
"Houston has always been a part
of my story, and it's incredible to bring this collection to life
in the city that shaped me," said Luke
Cosby, PURPLE BRAND co-founder. "These pieces are inspired
by Bun B and reflect both his iconic career and the spirit of the
Rodeo with a blend of rugged Houston streetwear. Collaborating with him and
Crown Royal has been a true partnership — one that brings the best
of Houston style and culture to
life. Being able to donate the proceeds to support Soldier's Angels
makes this partnership even more meaningful."
To kick off RODEOHOUSTON®, Crown Royal hosted an exclusive
dinner with Houston's top
tastemakers and fashion insiders for a first look at the
collection. The celebration rolled on as Bun B took the stage and
rocked custom Crown Royal-inspired PURPLE BRAND looks at his
Birthday Bonanza performance at RODEOHOUSTON®. To close out the
weekend, PURPLE BRAND's Houston
location celebrated the partnership and invited shoppers to hear
about the collection's inspiration in a Q&A with Bun B and
Luke Cosby hosted by, Arkansas's first Black Rodeo Queen
Ja'Dayia.
CROWN ROYAL SALOON & SHOWROOM
On March 14-16, the Crown Royal
Saloon & Showroom will return to RODEOHOUSTON®, offering
rodeo-goers a chance to explore Western style, enjoy Crown Royal
cocktails, and take part in acts of generosity. The showroom debuts
the brand's first-ever Houston Livestock Show and Rodeo Collection,
a tribute to Texas style and rodeo
tradition, featuring tee shirts, bolo ties, belt buckles and
hats.
Guests can also participate in Crown Royal's signature Purple
Bag initiative — packing Crown Royal Bags with day-to-day
essentials for active-duty service members. Each packed bag earns
Crown Royal Bucks, which could be redeemed for merchandise and
triggered a $1 donation to the
Soldiers' Angels LA Wildfire Relief Fund. Together with net
proceeds from the sale of Crown Royal x Purple Brand Rodeo capsule
collection items, Crown Royal will donate up to $25,000 to Soldiers' Angels. *
This rodeo season, Crown Royal is proud to shine a spotlight on
the work Soldiers' Angels is doing in the wake of the devastating
LA fires. The Soldiers' Angels LA Wildfire Relief Fund supports
displaced and in-need veterans, service members and their families
who have been directly impacted by the LA fires.
No matter how you decide to celebrate the rodeo season this
year, please drink responsibly.
* Net proceeds is sales – expenses. To result in
donation, purchase of Crown Royal x Purple Brand Rodeo Collection
Inspired by Bun B item must be made at PURPLE Brand store starting
3/8 or on-line at
www.purple-brand.com starting 3/11 until
supplies last. $1 donated for bag-packing ONLY IF consumer
redeems Crown Royal Buck for merchandise in full accordance
thereon. Donation via bag-packing available 3/7 – 3/9 and 3/14-
3/16. Purchase of Crown Royal x Purple Brand Collection items not
tax deductible. No minimum donation. Donation made to Soldiers'
Angels, 2895 NE Loop 410, Ste 107,
San Antonio, TX 78218,
https://soldiersangels.org/. (210) 629-0020. Donation made by Crown
Royal Generosity Fund, a corporate donor advised fund with Diageo
North America, Inc. as donor and Fairfield County's Community
Foundation as advisor.
†Crown Royal Buck is only redeemable for merchandise item.
Crown Royal Buck has no cash value
and cannot be redeemed for cash or credit. Crown Royal Buck is not transferable. Additional
restrictions apply.
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian
whisky brand in the world and has a tradition as long and
distinctive as its taste. Specially blended to commemorate a grand
tour of Canada made by the King
and Queen of Great Britain in
1939, Crown Royal's smooth and elegant flavor was an exceptionally
generous gift fit for royalty. Its gift-worthy presentation
reflects its regal origins – it is considered the epitome of
Canadian whisky. For more information, visit crownroyal.com. Crown
Royal encourages all consumers to please enjoy responsibly.
About Diageo North America
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas,
Casamigos, DeLeon and Don Julio
tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo
is listed on both the New York Stock Exchange (NYSE: DEO) and the
London Stock Exchange (LSE: DGE) and their products are sold in
more than 180 countries around the world. For more information
about Diageo, their people, brands, and performance, visit
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow on Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
About PURPLE BRAND
PURPLE BRAND is a premier fashion label dedicated to redefining
denim culture with high-quality, competitively-priced luxury denim.
Known for blending contemporary design with enduring quality,
PURPLE has become a trailblazer in street fashion, revolutionizing
the global connection between fashion and consumers. Their
Houston location marks PURPLE's
second retail venture, following the successful launch of its
flagship store in Soho, New York.
Hours of operation at The Galleria mall, Monday through Saturday
from 10 a.m. to 8 p.m. and Sunday
from 12-7 p.m. For more information,
visit www.purple-brand.com.
About The Houston Livestock Show and Rodeo
The Houston Livestock Show and Rodeo promotes agriculture by
hosting an annual, family-friendly experience that educates and
entertains the public, supports Texas youth, showcases Western heritage, and
provides year-round educational support within the community. Since
its beginning in 1932, the Rodeo has committed more than
$630 million to the youth of
Texas and education. The 2025
Rodeo is scheduled for March 4 – 23.
The 2025 World's Championship Bar-B-Que Contest, presented by
Cotton Holdings, is scheduled for Feb.
27 – March 1. For more
information, visit rodeohouston.com and follow
@RODEOHOUSTON online via Facebook, X
(Twitter), Instagram and YouTube for all the
latest news.
Media Contact
Jazmine
Settles, Diageo
Jazmine.Settles@Diageo.com
Taylor
CrownRoyal@TaylorStrategy.com
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SOURCE Crown Royal
