Atlanta's Brand

 Born from the flames of civil unrest... The city of Atlanta, GA rose from the ashes into the influential metropolis it is today. RESURGENS


PHIRE BRAND embodies the city's history & essence in its details. Our brand also celebrates the Firefighter lifestyle.


The Phlame logo represents the only living element: "Phire". The phlame also represents the Phire inside of each individual during times of triumph over life's many challenges.


Although you may have never been to Atlanta... Wearing PHIRE BRAND lets the world know that "you are Phire" and you would dare anyone to put it out.


"PHIRE" can also be used as an adjective to describe anything thats appealing or "cool"  beyond great.  "Got that Phire?"