DSU Becomes First HBCU to Launch Private Merchandise Label

Delaware State University (DSU) has made history as the first Historically Black College and University (HBCU) to launch its own private-label merchandise line. Starting this week, DSU apparel, including hoodies, sweaters, and other items, will be available on major online platforms like Amazon and Walmart, thanks to a groundbreaking partnership with Everything Collegiate, LLC, a Black-owned business based in Atlanta, Georgia.

The launch features a range of DSU-branded apparel adorned with the university’s signature Hornets logo, offering the DSU community a unique way to show school pride. This initiative allows DSU to control the design, quality, and selection of the products sold, ensuring that the merchandise resonates with students, faculty, staff, alumni, and supporters. As an added benefit, 5% of sales from the DSU private label will go toward funding student scholarships.

Everything Collegiate, a company with over 20 years of experience in the collegiate merchandise industry, is the primary vendor for over 60 colleges, including 39 HBCUs. The company, founded by Terance Harmon, holds more than 85 brand licenses for colleges, fraternities, and societies, offering a wide range of custom collegiate products such as apparel and accessories.

“This partnership is a pivotal moment in our mission to support and uplift HBCUs,” said Harmon. “Working with DSU to develop its private merchandise line has been incredibly fulfilling, and we are excited to take this historic step with them.”

DSU’s initial collaboration with Everything Collegiate began last year during the university’s rebranding efforts, which were met with an overwhelmingly positive response. “The new designs resonated deeply with our students, faculty, and alumni,” said Dr. Dawn Mosley, Senior Associate Vice President of Marketing and Communications. “By having control over the design process, we ensured that the products truly reflected DSU’s identity.”

With the launch of the private label, Everything Collegiate will manage the distribution while assisting DSU in expanding its product offerings both online and in additional retail outlets. This strategy will increase the university’s brand visibility while maintaining high-quality standards.

“We’re no longer limited to mass-produced items with our logo slapped on them,” Dr. Mosley added. “This initiative represents true ownership of our brand, protecting what DSU has built over more than a century.”

While DSU will continue to work with existing campus retailers, this new venture creates an exciting opportunity for students and alumni to contribute their own design ideas. Proceeds from sales will go toward supporting scholarships for DSU students, with the first round of awards scheduled for spring 2025.

Future merchandise will feature DSU’s exclusive Hornets™ branding. To shop the new collection, visit hbcudsu.com.