Hook & Irons: A Firefighter’s Passion Turned Apparel Brand

For George, founder of Hook & Irons, firefighting isn’t just a job—it’s a way of life. Having served in Miami-Dade Fire Rescue since 1999, he has spent over two decades immersed in the traditions, brotherhood, and history of the fire service. But in 2012, George and a fellow firefighter recognized a gap in firefighter apparel—everything on the market at the time felt loud and over-the-top, missing the essence of their profession. That’s when Hook & Irons was born, built on authenticity, history, and a commitment to quality.

From the Firehouse to a Brand with Purpose

The brand started humbly—conversations on the back porch of the firehouse led to an idea, which turned into a website and eventually a thriving business. Unlike other firefighter apparel at the time, Hook & Irons aimed for understated, heritage-inspired designs that celebrated the fire service without feeling boastful.

“I try to focus a lot on history,” George explains. “There’s so much in the American fire service to be proud of, and we don’t need to advertise that we’re firefighters. We just celebrate it.”

That philosophy has resonated deeply with his audience. Hook & Irons customers aren’t just buying a shirt; they’re buying into a legacy, a shared understanding of pride in the fire service.

The Art of Authenticity

One of the brand’s defining elements is its design process. While George doesn’t create the artwork himself, he has an eye for talent and collaborates closely with artists to ensure each design feels true to the fire service.

“I find talented designers and guide them through the concept,” he says. “Most aren’t firefighters, so there’s a learning curve to making sure the artwork is authentic. But I’ve always approached it with patience and attention to detail.”

This approach has led to some incredibly popular designs, none more so than the Saint Florian design, which remains Hook & Irons’ best-seller. “It hits all the marks—it’s beautiful, historical, and really represents the brand,” George says. “It’s also my most tattooed design, which is humbling.”

Commitment to Quality

For Hook & Irons, the quality of the apparel itself is just as important as the design. Over the years, George has meticulously tested different blank shirts, landing on a select few that meet his high standards.

“I've learned what works for my audience—firefighters tend to be bigger guys who want a slightly thicker, athletic-cut shirt,” he says. “I want something durable, where the collar holds its shape, and the fabric doesn’t pill.”

That attention to detail extends to the printing process. Hook & Irons has partnered with Real Thread (and formerly Trust Printshop) for years, ensuring every print meets the highest standards. George values that consistency, recalling earlier experiences with print shops that allowed for a high margin of error.

“With Real Thread, if I order 200 shirts, I get 200 shirts,” he says. “That level of reliability matters when you’re running a business.” He adds, “They care about quality, and they care about their customers. It’s not about cutting corners—it’s about getting it right.”

More Than Just Apparel

Beyond selling T-shirts, Hook & Irons has played a role in bringing fire service history to the forefront. Through its designs, blog, and community involvement, the brand has built a passionate following of firefighters and supporters alike.

George has also used Hook & Irons to give back. After Hurricane Helene, the brand spearheaded fundraising efforts to support firefighters and their families, reinforcing its commitment to the community it serves.

Looking Ahead

As Hook & Irons continues to grow, George remains focused on what has always set the brand apart—authenticity, quality, and storytelling. He’s experimenting with new styles, like heavier-weight shirts inspired by hip-hop culture, but his core mission remains the same: to honor the fire service with every piece he creates.

“You go through different phases as a brand,” he says. “At first, it’s just amazing to see a stranger buy your design. Then, when someone is willing to tattoo it on their body, you realize you’ve built something meaningful.”

With a loyal community and a deep respect for its roots, Hook & Irons isn’t just an apparel brand—it’s a testament to the enduring pride of the fire service.