Pink Rolls Out HBCU Apparel

Brand has largest retail distribution of HBCU gear

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When Victoria’s Secret Pink visited Florida A&M University (FAMU) last fall to announce that the historically black university would be included in Pink’s roll out of its collegiate collection–the largest retail distribution that has ever been given to an HBCU collegiate apparel–the students responded by buying out every single item at the makeshift Pink pop-up campus store.

So it’s no wonder that Richard Dent, CEO of Victoria’s Secret Pink brand is expecting huge returns when Howard University, Hampton University, North Carolina A&T University, and Southern Louisiana University joins FAMU in the second phase of Pink’s collegiate collection, which already includes 33 other schools that were launched in June 2008.

“Students at Howard and FAMU went crazy for it after the initial press release and campus tour. It was one of the best sales from a campus pop-up store ever,” says Dent, noting that Pink preproduction samples with FAMU logos could be viewed on models but were not available for purchase. “The students wiped out the merchandise within a few hours. We had to go get merchandise from another store. We don’t know how much we could have sold because we ran out of product. I think that our experience so far will validate what people have been saying for many years–that African Americans are a strong and viable commercial entity that has been very underserved by major corporations.”

The Pink brand is geared toward young, college-aged women and includes t-shirts, sweatpants, sweatshirts, underwear, and other apparel. Its Historically Black Colleges and Universities apparel is now available at Victoria’s Secret stores near four of the universities and will be available online Dec. 23. (Hampton apparel will appear in stores mid-January because they submitted approval late, according to Dent.) Pink is in discussions to partner with the Tom Joyner Foundation and Black America Web to do a joint promotion for the HBCU line of clothing under the Pink brand.

Additionally, a portion of the royalties from the sale of the merchandise will go back to each school. The percentage varies from school to school depending upon royalty agreements.

Pink is attempting to form relationships with the schools by offering paid marketing internships and scholarships. .

“Through the rollout of this program it allows us to be in a position to give back to HBCUs,” says Dent, a graduate of Florida A&M University’s business school and a member of the school’s board of trustees. He hopes the scholarships and internships will allow the company to give beyond what they are able to sell commercially,”  “That is the thing that gets me excited about [the launch]. It allows me to satisfy the commercial objective of my day job but also allows me to satisfy the passion

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  • Meredith

    This is great! I can’t wait to see what they have in store for my Alma Mater (Hampton U). When do they plan to role this out? How do they select the schools?

  • What a POWER MOVE!!! Kudos to Amelia Reid for her stance and diligence. From the Inauguration Day Parade (Hampton’s ‘The Force’) to Victoria Secret Pink, I truly believe that HBCUs are getting the mainstream/off-screen visibility they undoubtedly deserve. Its obvious that our next greatest power moves are hot off of these proud campuses. Its the time to realize and re-invest in our precious resources. Support TO them now means support OF them later!! Speaking of… where is Tennessee State University’s Pink Gear??

  • Pingback: Victoria Secret Adds HBCU’s to their PINK Line « black girl blogging.()

  • Tamara

    Im elated that HBCUs are now apart of PINK….im a student at TUskegee University and i’m tired of walking into the mall and seeing AU and UA nalia….is Tuskegee in the “To Do ” list at all

  • Tamara

    and Alabama A&M University….for my friend

  • Denise

    This is great, but when are they going to pull out Spelman and Bennett Colleges? It seems to me they should have been among the first HBCUs represented by the PINK line since they are women’s colleges.

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  • Pingback: Victoria’s Secret Comes to HBCUs- It’s About Time « Empower Me! The Empowered Black Women’s Network()

  • As a Howard alumna, I think it’s really exciting to see them included in the Victoria’s Secret PINK Collegiate collection. But despite these strides, I still have a difficult time finding HBCU apparel and was wondering if anyone else was experiencing similar problems.

    I’ve included the link to a survey on HBCU and Sorority/Fraternity Apparel below. It only takes a couple of minutes to complete!


  • jason

    What became of the black owned designer wear. I guess progress means forgetting about that.

  • D

    I’m very excited to see this happen, and I definitely can’t wait to see the PINK Alabama A&M University apparel…Go Bulldogs

  • Kudos to the James Ammon & Richard Dent for working collaboratively in this business enterprise!!! I am a graduate of Cheyney University Graduate School of Education. I would like to become a business network partner for Victoria’s Secret Pink Collegiate collection. All HBCU’s should have their own unique flavor in the collection. African Americans spend billions of dollars on clothing. It is time we should reap the rewards and give back to the universities in the form of internships, scholarships, and new job opportunities.

  • For all of you who are so thrilled that Victoria’s Secret finally decided that we’re good enough to be represented, you should probably check out the model wearing the FAMU logo.

  • Emil Degas

    WOW!!! That Columbia Blue and Gold will surely look stunning on the CREOLE QUEENS at SOUTHERN UNIVERSITY!!! The JAGUAR NATION ROCKS!!!!

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