Delaware State University is breaking new ground in collegiate branding by becoming the first Historically Black College and University to distribute its own private merchandise label. Starting this week, select DSU apparel and items will be available on prominent platforms, including Amazon Marketplace and Walmart.com. This was made possible through a groundbreaking partnership with Everything Collegiate, LLC—a black-owned business based in Atlanta, Georgia.
The launch of this private label marks a significant evolution in DSU’s merchandising strategy. It enables the university to control the design, quality, and variety of products that students, faculty, staff, and the school community can purchase. The inventory will feature limited-edition merchandise exclusively available through DSU, with 5 percent of sales funding student scholarships.
Everything Collegiate, owned by Terance Harmon, has over 20 years of experience in the collegiate market. It holds more than 85 brand licenses for colleges and Greek organizations, including 39 HBCUs. “This partnership marks a significant milestone in our journey,” said Harmon. “Our goal has always been to support and uplift HBCUs, and working with DSU has been a fulfilling step in that direction. I am excited to work with DSU on this historic move.”
Taking Ownership of the DSU Brand
DSU initially collaborated with Everything Collegiate for a branding update last year. Dr. Dawn Mosley, the senior associate vice president of marketing and communications at DSU, noted that the designs received an overwhelmingly positive response.
“The key difference was that we had control over the design process, working closely to ensure it resonated with our brand and audience. It made perfect sense, as we best know what our audience wants,” she explained. “We’re no longer restricted to buying pre-made or mass-produced products that follow a standard design with our logo incorporated,” Dr. Mosley said. “That’s not true ownership. We must protect what has taken over a century to build.”
Moving forward, new arrivals will feature the Hornets™ private-label branding, enhancing the University’s unique identity and presence in the market.
For early sales, visit DSU’s dedicated merchandise site. The first round of scholarships will be granted in spring 2025.
