Austin, Texas, Dec. 11, 2025 (GLOBE NEWSWIRE) Digital Brands Group, Inc. (Ticker: [NASDAQ:DBGI] a publicly traded company specializing in eCommerce and Fashion today announced it has entered into an Exclusive Private Label Manufacturing Agreement with The Grove Collective for a three-year period.
The Grove Collective is the official University of Mississippi name, image, and likeness (“NIL”) program established to cultivate and harness NIL opportunities for University of Mississippi student-athletes, including acting as the NIL marketing agent for student-athletes attending the University of Mississippi.
The first capsule collection, which will be the playoff capsule collection, will launch December 19th online followed by a game day activation at Ole Miss on the 20th for the playoff game. Additionally, new product capsule collections are scheduled to be released January, February and March, including products in Ole Miss Powder Blue and Rebel Red.
Every purchase supports female student athletes at the University of Mississippi through a contribution to The Grove Collective’s NIL fund. AVO and The Grove Collective are committed to generate future NIL market driven opportunities for female student-athletes, which is one of the first NIL initiatives directed specifically to female student-athletes.
“We are excited to launch this private label program with The Grove Collective. This is one of several meaningful announcements from product launches to partnerships coming over the next few months. We believe that we have positioned ourselves as the Warby Parker of collegiate apparel. Given the significant month over month revenue growth that we have experienced for several months in a row, we believe that we have created a compelling and unique customer value proposition, which will scale quickly,” said Hil Davis the Chief Executive Officer of Digital Brands Group.
“We believe this partnership with AVO and Digital Brands Group will continue to elevate and activate our student athletes with one of the most passionate fanbases in college sports. DBGI’s innovative approach using a direct-to-consumer (DTC) model focused on the collegiate apparel market will continue to solidify The Grove Collective, and The University of Mississippi with our commitment to creativity and effectiveness in college athletics,’ stated Walker Jones the Executive Director of The Grove Collective.
About Digital Brands Group
We offer a wide variety of apparel through numerous brands on a both direct-to-consumer and wholesale basis. We have created a business model derived from our founding as a digitally native-first vertical brand. We focus on owning the customer's "closet share" by leveraging their data and purchase history to create personalized targeted content and looks for that specific customer cohort.
