Digital Brands Group Advances Suite of AI-Powered Tools for Global Brand Protection and Growth
Rhea-AI Summary
Digital Brands Group (NASDAQ:DBGI) announced progress building an AI-driven technology suite to protect, support, and grow consumer brands in global eCommerce. The company is integrating third-party tools starting with SECUR3D, whose AssetSafe™ platform uses AI to detect and address unauthorized use of brand assets, counterfeits, and trademark misuse across marketplaces and social channels. Digital Brands Group plans to add more AI and data-centric solutions to deploy across its portfolio and with select external brand partners to strengthen digital trust and IP protection.
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News Market Reaction 6 Alerts
On the day this news was published, DBGI declined 4.05%, reflecting a moderate negative market reaction. Argus tracked a peak move of +2.5% during that session. Argus tracked a trough of -12.7% from its starting point during tracking. Our momentum scanner triggered 6 alerts that day, indicating moderate trading interest and price volatility. This price movement removed approximately $4M from the company's valuation, bringing the market cap to $94M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus 1 Down
DBGI was up 0.66% pre-news while key peers were mixed: TLYS up 5.71%, BRIA down 6.34%, DXLG down 6%, AKA and CATO modestly negative. Moves do not indicate a unified apparel retail trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 17 | NIL apparel activation | Positive | +6.0% | Launch of first AVO Ole Miss playoff activation and NIL-linked capsule. |
| Dec 16 | AI brand partnership | Positive | +12.7% | Herschel Supply Co. partnership using SECUR3D AssetSafe AI brand protection. |
| Dec 16 | Tech strategy news | Positive | +12.7% | Broader strategy commentary around AI tools and brand protection ecosystem. |
| Dec 11 | NIL manufacturing deal | Positive | -4.4% | Three-year exclusive private label manufacturing agreement with Grove Collective. |
| Dec 08 | AI marketing partnership | Positive | -5.3% | Aha AI-driven influencer marketing integration across DBGI brands and programs. |
Recent DBGI news often produced sizable but mixed reactions, with some positive strategic updates selling off and others rallying strongly, especially AI-related brand protection announcements.
Over the past weeks, DBGI has blended apparel, NIL collegiate partnerships, and AI-driven technology. A Grove Collective manufacturing deal and related Ole Miss playoff capsules linked apparel launches with NIL funding. In parallel, DBGI advanced AI initiatives, including SECUR3D’s AssetSafe™ and an AI influencer marketing partnership with Aha. Those AI and partnership headlines saw both strong gains (up to 12.72%) and pullbacks, framing today’s AI suite expansion as a continuation of its tech-enabled commerce strategy.
Regulatory & Risk Context
DBGI has an effective S-3 shelf filed on 2025-11-07, allowing issuance of up to $100,000,000 in various securities, subject to the Baby Shelf Limitation of no more than one-third of public float in any 12-month period while below $75M. Usage count is 0, so capacity remains unused based on the provided data.
Market Pulse Summary
This announcement extends DBGI’s AI-focused roadmap, adding SECUR3D’s AssetSafe™ and other tools aimed at protecting brands in a counterfeit market estimated at US$1.7 trillion. Recent filings highlight both improved liquidity and ongoing net losses, as well as an effective $100,000,000 shelf that could support additional financing. In this context, key factors to watch include adoption of the AI protection platform, progress with external brand partners, and any future use of registered securities.
Key Terms
AI-powered technical
intellectual property technical
trademarks technical
AI-generated analysis. Not financial advice.
Austin, Texas, Dec. 22, 2025 (GLOBE NEWSWIRE) -- Digital Brands Group, Inc. (NASDAQ:DBGI) (the “Company,” “Digital Brands Group” or “DBG”) today announces continued progress in its strategy to build a comprehensive suite of technology-driven tools designed to protect, support, and grow modern consumer brands operating in global eCommerce markets.
Brand misuse and counterfeiting have become a critical global issue, with the counterfeit economy estimated at over US
SECUR3D’s flagship platform, AssetSafe™, uses advanced AI to identify, monitor, and address unauthorized use of brand assets, including counterfeit products, copied designs, and misuse of trademarks across eCommerce and social channels. SECUR3D’s technology has been deployed across high-profile entertainment, consumer, and digital properties, with experience supporting IP associated with globally recognized franchises such as Godzilla, Star Trek, Jurassic World, Back to the Future, and other major brands.
“Digital brands today face a rapidly evolving threat landscape as commerce, content, and IP move online,” said Hil Davis, Chief Executive Officer of Digital Brands Group. “Our goal is to build a scalable suite of tools that helps brands protect their identity, maintain consumer trust, and operate more securely in digital environments. SECUR3D represents one of the first foundational technologies in that strategy, and we expect to continue onboarding additional tools that expand the capabilities of this platform over time.”
Digital Brands Group plans to introduce further AI-driven and data-centric solutions into its technology stack, creating an integrated offering that can be deployed across its own portfolio and with select external brand partners. The Company believes this approach positions Digital Brands Group as more than a brand operator, but as a technology-enabled platform supporting the next generation of commerce.
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.
About Secur3D
SECUR3D is an AI-powered brand and intellectual property protection company. Its AssetSafe™ platform provides proactive detection, monitoring, and automated enforcement to help brands identify and address unauthorized use of IP across global eCommerce marketplaces and digital channels. SECUR3D has supported a wide range of high-profile consumer and entertainment IP across multiple industries
Digital Brands Group, Inc. Company Contact
Hil Davis, CEO
Email: invest@digitalbrandsgroup.co
https://ir.digitalbrandsgroup.co
Forward-looking Statements
Certain statements included in this release are "forward-looking statements" within the meaning of the federal securities laws. Forward-looking statements are made based on our expectations and beliefs concerning future events impacting DBG and therefore involve several risks and uncertainties. You can identify these statements by the fact that they use words such as “will,” “anticipate,” “estimate,” “expect,” “should,” and “may” and other words and terms of similar meaning or use of future dates, however, the absence of these words or similar expressions does not mean that a statement is not forward-looking. All statements regarding DBG’s plans, objectives, projections and expectations relating to DBG’s operations or financial performance, and assumptions related thereto are forward-looking statements. We caution that forward-looking statements are not guarantees and that actual results could differ materially from those expressed or implied in the forward-looking statements. DBG undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by law. Potential risks and uncertainties that could cause the actual results of operations or financial condition of DBG to differ materially from those expressed or implied by forward-looking statements include, but are not limited to: the Company’s ability to successfully integrate OPN to achieve the expected results; the level of consumer demand for apparel and accessories; disruption to DBGs distribution system; the financial strength of DBG’s customers; fluctuations in the price, availability and quality of raw materials and contracted products; disruption and volatility in the global capital and credit markets; DBG’s response to changing fashion trends, evolving consumer preferences and changing patterns of consumer behavior; intense competition from online retailers; manufacturing and product innovation; increasing pressure on margins; DBG’s ability to implement its business strategy; DBG’s ability to grow its wholesale and direct-to-consumer businesses; retail industry changes and challenges; DBG’s and its vendors’ ability to maintain the strength and security of information technology systems; the risk that DBG’s facilities and systems and those of our third-party service providers may be vulnerable to and unable to anticipate or detect data security breaches and data or financial loss; DBG’s ability to properly collect, use, manage and secure consumer and employee data; stability of DBG’s manufacturing facilities and foreign suppliers; continued use by DBG’s suppliers of ethical business practices; DBG’s ability to accurately forecast demand for products; continuity of members of DBG’s management; DBG’s ability to protect trademarks and other intellectual property rights; possible goodwill and other asset impairment; DBG’s ability to execute and integrate acquisitions; changes in tax laws and liabilities; legal, regulatory, political and economic risks; adverse or unexpected weather conditions; DBG's indebtedness and its ability to obtain financing on favorable terms, if needed, could prevent DBG from fulfilling its financial obligations; and climate change and increased focus on sustainability issues. More information on potential factors that could affect DBG’s financial results is included from time to time in DBG’s public reports filed with the U.S. Securities and Exchange Commission (the “SEC”), including DBG’s Annual Report on Form 10-K, Quarterly Reports on Form 10-Q, and Current Reports on Forms 8-K, each filed or furnished with the SEC.
FAQ
What did Digital Brands Group (DBGI) announce on December 22, 2025 about AI-powered brand protection?
How does SECUR3D's AssetSafe™ work for DBGI brands and partners?
Will Digital Brands Group (DBGI) deploy these tools beyond its portfolio?
Does the announcement include financial terms or revenue guidance for DBGI (NASDAQ:DBGI)?
What types of brands has SECUR3D previously supported that DBGI referenced?
What problem is DBGI aiming to address with this technology strategy?
