PHOENIX – On Sunday morning, the Phoenix Suns aren’t just opening the doors to their team store. They’re opening a window into how modern franchises build culture with their new apparel release with Ironwilled Clothing.
April 6, 2023; Phoenix, Arizona, USA; Fans gather outside of Footprint Center on April 6, 2023, in Phoenix. Mandatory Credit: Mingson Lau
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The Suns’ exclusive collaboration with Ironwilled Clothing, launching at 10 a.m. during a team store event, reflects a broader shift across the NBA of fans not just watching their teams, but wearing them, living them, and aligning with what they stand for.
Jan 22, 2024; Phoenix, Arizona, USA; Fans scan tickets as they enter Footprint Center prior to the game between the Phoenix Suns and the Chicago Bulls. Mandatory Credit: Joe Camporeale-USA TODAY Sports
Ironwilled’s brand identity of being an elevated sportswear for the relentless athletes mirrors how the Suns have reshaped their own narrative over the past decade. This partnership isn’t about logos on fabric, it’s about signaling values. When fans line up for a limited release, they’re buying into a mindset as much as a hoodie. Model and collaborator for Ironwilled Clothing, Zach Andrews told Burn City Sports, “Partnering with the Suns has always been love—from the day I was asked to be a practice player to where I am now.”
Suns fans gather outside of Footprint Center on April 6, 2023, in Phoenix. © Mingson Lau/The Republic / USA TODAY NETWORK
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Locally, the event reinforces Phoenix as a basketball city with its own cultural voice. Nationally, it places the Suns alongside franchises using fashion to extend relevance year-round, regardless of standings or schedule gaps. This is how teams stay present in the daily lives of fans. For Phoenix supporters, the appeal is emotional. Wearing collaborative gear feels different; it’s personal, earned, and communal. Culture doesn’t happen accidentally. It’s built intentionally, drop by drop, moment by moment. On Sunday, the Suns and Ironwilled Clothing aren’t just selling apparel; they’re reinforcing who they are and inviting fans to wear it proudly.
Get the BEST Phoenix sports insider information, and exclusive content. SIGN UP HERE to unlock our premium content!*Reporter Benjamin Bliklen covers the Arizona Diamondbacks, Arizona Cardinals, and Phoenix Suns for Burn City Sports. You can follow him on his X account, @BenBliklen