The described system and procedure provide for storing device-specific UI information into firmware on a USB device. Responsive to receiving a host specific device request, the USB device communicates the device specific information to a requester such as an operating system or other computer program application. Thus, the system and procedure allow OEMs/IHVs to provide additional brand specific information in a USB device in a format that can be determined by an operating system. Moreover, the system and procedure allows OEMs/IHVs to store device-specific UI information in the firmware of a USB device such that installation media does not need to be distributed with each USB device to specify the device-specific information.