In a groundbreaking move, Delaware State University (DSU) has announced the launch of its own independent collegiate merchandise line, claiming the title of the first HBCU to own and distribute its own clothing label. This initiative not only represents a significant milestone for the university but also sets a precedent for other HBCUs across the nation.
Exclusive merchandise offerings
The new merchandise line features a variety of items including T-shirts, polos and sweaters, all designed in DSU’s signature colors and adorned with the iconic hornet logo. The university has partnered with Everything Collegiate, a Black-owned business based in Atlanta, to facilitate the distribution of these products.
Expanding access to merchandise
Everything Collegiate has a robust track record, having distributed over 85 brand licenses for various colleges, societies and fraternities, and serving as a vendor for more than 60 colleges, including 39 HBCUs. The DSU merchandise will also be available through major online retailers such as Amazon Marketplace and Walmart.com, ensuring that fans and supporters can easily access the products.
Community engagement and feedback
Dr. Dawn Mosley, Senior Associate Vice President of Marketing and Communications at DSU, shared insights into the design process, highlighting the overwhelmingly positive response from the university community. This collaborative approach allowed the university to tailor the merchandise to resonate with its audience effectively.
Supporting students through scholarship initiatives
DSU is committed to maintaining its existing partnerships with other brands while establishing its own revenue stream from custom products. Mosley emphasized that they are not competing with the campus store or partners who sell merchandise with the DSU brand. The goal is simply to establish their own revenue stream from custom products.
In a move that underscores the university’s commitment to its students, 5% of the sales from the new merchandise line will be allocated to student scholarships. The first round of scholarships is set to be awarded in spring 2025, providing much-needed financial support to deserving students.
A new era for Delaware State University and HBCUs
The launch of Delaware State University’s collegiate merchandise line marks a pivotal moment not just for the institution but for HBCUs as a whole. By taking control of its branding and merchandise, DSU is paving the way for other HBCUs to follow suit, fostering a sense of pride and community among students, alumni and supporters. As the university continues to innovate and expand its offerings, it remains dedicated to uplifting its community and providing opportunities for future generations.
