Digital Brands Group Signs Herschel Supply Co. as a Partner for AI-Powered Brand Protection
Rhea-AI Summary
Digital Brands Group (NASDAQ:DBGI) announced on December 16, 2025 a partnership with Herschel Supply Co. to deploy SECUR3D’s AssetSafe™ AI-driven platform for brand protection. The platform is designed to identify, monitor, and address unauthorized use of Herschel brand assets across online marketplaces, social platforms, and digital channels.
The initiative aims to detect counterfeit goods, protect trademarks and product designs, and reinforce consumer trust across Herschel’s global eCommerce presence. The company said the collaboration is the first of multiple expected large consumer-brand partnerships as it expands its AI-powered brand protection ecosystem.
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News Market Reaction
On the day this news was published, DBGI gained 12.72%, reflecting a significant positive market reaction. Argus tracked a peak move of +23.0% during that session. Our momentum scanner triggered 14 alerts that day, indicating notable trading interest and price volatility. This price movement added approximately $10M to the company's valuation, bringing the market cap to $89M at that time. Trading volume was elevated at 2.7x the daily average, suggesting notable buying interest.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
DBGI shows a strong +12.01% pre-news move while key apparel peers are mixed to negative today (e.g., TLYS -6.22%, CATO -5.88%, DXLG -4.42%), pointing to a stock-specific AI/tech narrative rather than a sector-wide retail rally.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 11 | NIL apparel deal | Positive | -4.4% | Exclusive three-year private label manufacturing pact with The Grove Collective. |
| Dec 08 | AI marketing partnership | Positive | -5.3% | Partnership with Aha to deploy AI-driven influencer marketing across DBG brands. |
| Dec 03 | Collegiate promo launch | Positive | +2.8% | AVO Crimson Out tee distribution and NIL-focused activation at Alabama vs Clemson. |
| Nov 14 | Q3 2025 earnings | Negative | -2.5% | Lower Q3 revenues, ongoing net loss, partially offset by stronger cash position. |
| Nov 14 | SECUR3D partnership | Positive | +2.5% | AI-powered AssetSafe collaboration to enhance IP and brand protection tools. |
Recent DBGI news, often positive on partnerships and strategy, has produced mixed reactions: some tech/eCommerce collaborations saw gains, while sizeable agreements and AI initiatives sometimes coincided with selloffs.
Over the last month, DBGI reported weaker Q3 2025 revenues and ongoing losses but highlighted improved liquidity and a stronger balance sheet. It has emphasized collegiate and NIL-driven apparel deals, including exclusive manufacturing for The Grove Collective and promotional collaborations like the AVO Crimson Out tee. Concurrently, DBGI has advanced an eCommerce technology roadmap, partnering with SECUR3D for AI-based IP protection. Today’s Herschel/SECUR3D partnership builds directly on that November SECUR3D announcement and reinforces the AI brand-protection pillar of its strategy.
Regulatory & Risk Context
DBG has an active Form S-3 shelf filed on 2025-11-07, allowing it to offer and sell up to $100,000,000 of various securities over time, subject to the Baby Shelf Limitation and future prospectus supplements.
Market Pulse Summary
The stock surged +12.7% in the session following this news. A strong positive reaction aligns with DBGI’s pattern of occasional gains on eCommerce and IP-focused partnerships, as seen with the prior SECUR3D news (+2.53%). However, past AI announcements and sizable commercial deals sometimes preceded selling pressure. Investors weighing a sharp upside move might note the existing $100,000,000 S-3 shelf, which provides flexibility for future capital raises that could influence longer-term trading dynamics.
Key Terms
AI-powered brand protection technical
AI-driven solution technical
AI-generated analysis. Not financial advice.
Austin, Texas, Dec. 16, 2025 (GLOBE NEWSWIRE) -- Digital Brands Group, Inc. (NASDAQ:DBGI) (the “Company,” “Digital Brands Group” or “DBG”) today announced that it has signed Herschel Supply Co., the globally recognized accessories brand, as a partner for AI-powered brand protection, through its collaboration with SECUR3D Inc.
As part of the initiative, Herschel Supply Co. is deploying SECUR3D’s AssetSafe™ platform, an AI-driven solution designed to identify, monitor, and address unauthorized use of brand assets across online marketplaces, social platforms, and digital channels. The effort is intended to help detect counterfeit goods, protect trademarks and product designs, and reinforce consumer trust across Herschel’s global eCommerce presence.
“Herschel is one of the most recognizable lifestyle brands in the world, and protecting brand integrity at scale has become essential in today’s digital economy,” said Hil Davis, Chief Executive Officer of Digital Brands Group. “This collaboration represents the first of many large consumer brands we expect to bring onto our AI-powered brand protection initiative as we expand partnerships across the global ecommerce landscape.”
The partnership reflects Digital Brands Group’s broader strategy of building a suite of technology-enabled solutions designed to support brand growth, integrity, and trust across its portfolio and partner ecosystem. By working with specialized providers like SECUR3D, the Company is creating an expanding ecosystem of brands leveraging AI-driven tools to address counterfeiting, unauthorized listings, and digital IP misuse at scale.
About Herschel Supply Co.
Founded in 2009, Herschel Supply Co. is a design-driven global accessories brand based in Vancouver, Canada. Herschel products are sold in more than 90 countries and carried by thousands of retailers worldwide, spanning backpacks, luggage, travel accessories, and apparel.
About SECUR3D
SECUR3D is an AI-powered brand and intellectual property protection company. Its flagship AssetSafe™ platform provides proactive detection, ongoing monitoring, and automated enforcement to help brands identify and address unauthorized use of IP across global ecommerce marketplaces and digital channels.
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.
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 16, 2025 regarding Herschel Supply Co.?
How will SECUR3D’s AssetSafe™ help Herschel Supply Co. according to DBGI?
Does the DBGI announcement include financial terms or revenue guidance for the Herschel partnership?
What channels will AssetSafe™ monitor for Herschel’s brand protection under the DBGI partnership?
What strategic aim did Digital Brands Group link to the Herschel partnership (DBGI)?
