The Line Of Fire Clothing brand was officially launched in the spring of 2016. A clothing line which started as a small idea to promote positivity has branched off into several different business entities. While the brand sports unique looks and logos its signature "Eternal Flame" stands for the company's main motto of "Burning Down Obstacles and Stereotypes". The single flame created and designed by Demetrius Alphonse stands for determination and motivation for all individuals facing adversity in life.

Ronnie James who serves as the company Chief Executive Officer has collaborated with various designers and organizations to expand the brand and create various unique styles and trends for the public. In addition, the Line Of Fire Clothing brand has also collaborated with various small business throughout the years as well as organizing and sponsoring events dedicated towards Breast Cancer Awareness and Youth Development.

The summer of 2019 saw the brand reach new heights with the introduction of "Ronnie Brown Leadership Award" named after James late father. The collaboration between James, PS/IS 41 Middle School and the Eyte Inc. not only rewarded a student but helped establish an annual award to encourage students for the future.

The universal clothing brand is offered to all races and genders and has a collection of clothing for children named LOF Kids. The Line Of Fire brand can be seen in various music videos and films. In collaboration with Matty Tosca Enterprises the brand goes a step further in November with the premiere of its self-titled Miniseries.

The Line Of Fire Clothing brand hopes through clothing which James refers to as the "universal language" of the world and various multimedia projects they can inspire future entrepreneurs coming from tough situations.