Delaware State University (DSU) is blazing a trail in collegiate branding and entrepreneurship, making history as the first historically Black college or university (HBCU) to launch its own private label clothing line and merchandise brand. This groundbreaking initiative began in late September 2024 and is set to empower the university community in unprecedented ways.
In collaboration with Everything Collegiate, LLC, a Black-owned business based in Atlanta, DSU is turning its vision into reality. The company, led by Terance Harmon, has over two decades of experience in the collegiate merchandise industry and holds more than 85 brand licenses. Together, they are creating a distinctive identity for DSU that reflects its rich heritage and vibrant community.
A selection of DSU apparel and merchandise is now available on major online platforms like Amazon Marketplace and Walmart.com, significantly increasing the university’s reach. This initiative allows students, faculty, staff, and alumni to proudly represent their university and fosters a sense of belonging within the community.
The benefits of this initiative extend beyond brand enhancement. By launching its own merchandise line, DSU gains greater control over the design, quality, and variety of products available to its community. A portion of all sales from the private label will directly contribute to funding student scholarships, with the first round of scholarships scheduled for spring 2025. Additionally, DSU plans to offer exclusive, limited-edition items that will only be available directly from the university, creating unique opportunities for supporters to connect with their alma mater.
Looking ahead, DSU aims to incorporate design ideas from students and alumni into future merchandise, fostering creative engagement and strengthening community ties. This commitment to collaboration not only nurtures innovation but also empowers individuals to take an active role in shaping the university’s identity. DSU also plans to expand its private brand inventory into additional retail spaces and online platforms over time.
Dr. Dawn Mosley, Senior Associate Vice President of Marketing and Communications, emphasized the significance of this initiative: “We are not competing with our campus stores or partners who sell merchandise featuring our brand. We appreciate their contributions and the royalties they generate. Establishing our own revenue stream from custom products is simply smart business. This initiative also presents an exciting opportunity for our students and alumni to contribute their unique design ideas, which can further support scholarships for our students.”
The launch of this private-label clothing line represents a pivotal moment for HBCUs, setting a new standard for brand ownership and revenue generation. It establishes a tangible connection between the apparel students wear and the support they receive for their academic journeys. As DSU leads the way, it paves the path for other HBCUs to explore similar opportunities in the future, encouraging a movement of innovation and inclusivity across the nation.
The first scholarships funded by product sales will be awarded in spring 2025, marking a significant milestone in DSU’s commitment to uplifting its community and empowering the next generation of leaders. As the university embarks on this exciting journey, it stands as a beacon of hope and inspiration for other institutions, illustrating the power of entrepreneurship and community engagement in transforming lives and creating opportunities for success.
