Digital Brands Group Partners with Yea Alabama for Exclusive Private Label Manufacturing.

Digital Brands Group has entered into an exclusive private label manufacturing agreement with Yea Alabama for a three-year period. The agreement will allow DBG to create products under the Yea Alabama brand, which is the official NIL program for the University of Alabama. The products will be available at University of Alabama bookstores and the Yea Alabama website, with new capsule collections scheduled to be released in September, October, and November.

Digital Brands Group (DBGI), a publicly traded company specializing in eCommerce and Fashion, has announced an exclusive three-year private label manufacturing agreement with Yea Alabama, the official University of Alabama name, image, and likeness (NIL) program [1]. This partnership will enable DBGI to create collegiate apparel under the Yea Alabama brand, which is set to be available at University of Alabama bookstores and the Yea Alabama online store [1].

The agreement, which commenced on September 2, 2025, positions DBGI as a key player in the collegiate apparel market. CEO Hil Davis has likened the company to the "Warby Parker of collegiate apparel," suggesting a direct-to-consumer business model [1]. The company plans to release new product capsule collections in September, October, and November 2025 [1].

The partnership with Yea Alabama is a strategic move for DBGI, which aims to leverage the University of Alabama's brand recognition and student-athlete following to drive sales. The agreement aligns with DBGI's business model, which focuses on owning the customer's "closet share" by using data and purchase history to create personalized content and looks [1].

However, DBGI's forward-looking statements highlight several risks and uncertainties, including fluctuations in consumer demand, competition from online retailers, and changes in fashion trends [1]. These risks could impact the company's financial performance and ability to execute its business strategy.

In conclusion, the exclusive private label manufacturing agreement between Digital Brands Group and Yea Alabama represents a significant step for DBGI in the collegiate apparel market. The partnership's success will depend on DBGI's ability to create compelling products and effectively leverage the University of Alabama's brand.

References:
[1] https://www.stocktitan.net/news/DBGI/digital-brands-group-and-university-of-alabama-announce-exclusive-5s7ibsau68r9.html