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 and 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-plus to engage in activities in the spirit of generosity. Rodeo-goers will be able to stop by the Crown Royal Saloon and 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 onstage 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 onstage 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, 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 and 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 at Purple Brand’s Houston location in The Galleria mall and online 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 the 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 piece, this poncho blends 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-inch width and 108-inch 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 Cosby. “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 Cosby, hosted by Arkansas’ first Black rodeo queen, Ja’Dayia.
Crown Royal Saloon and Showroom
On March 14-16, the Crown Royal Saloon and 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 will debut 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 will earn Crown Royal Bucks, which can be redeemed for merchandise and triggers 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 shining 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.
