With notable alumni and a reputation as a cornerstone of the Black community, many people want to represent Howard, even those outside of the institution. This demand has created opportunities for Howard to collaborate with brands that strengthen the university’s visibility and extend its cultural influence.
At the Howard University Bookstore, students can shop well-known brands like Champion, Lululemon and Jordan, alongside smaller HBCU-focused businesses such as Legacy History Pride, HBCU Leggings and Black College Grad.
Recently, Black College Grad collaborated with Howard students to promote its products online. The partnership sparked conversation among students about whether the items are affordable for the audience the collaboration targeted.
Tyrone McDuffie, a senior finance major from Brooklyn, New York, said he would not purchase the Black College Grad sweater and feels many bookstore items are overpriced.
As a business owner, McDuffie said he understands companies seek profit and return on investment. Still, he believes students should explore other outlets to find products that fit their budget.
“When I specifically want some Howard apparel, I would start outsourcing, looking on Amazon or someone else, just for some cheaper options,” McDuffie said.
Kyla Carrington, a freshman sports management major from Portsmouth, Virginia, said seeing people wear Howard apparel interests her because it represents more than supporting an educated community.
“[Howard] is connected to a culture that you can’t really get anywhere else. When I think HBCU, I think Howard. So whenever I saw that, I wonder what their story is,” Carrington said.
Carrington noticed high prices during her first visit to the bookstore, but said she wasn’t surprised, especially given the current economy.
“For what they’re giving us in the quality of the clothing and stuff like that, it’s not the best pricing, but it makes sense,” Carrington said.
She often shops on Etsy for more unique designs than what the bookstore offers, which are similarly priced but feel more worth the cost due to quality and detail.
Dr. Elka M. Stevens, coordinator of the fashion design program in the Department of Art at the Chadwick A. Boseman College of Fine Arts, said Howard apparel’s availability across platforms gives consumers more options.
“We have choice as a consumer,” Stevens said. “We can make that purchase. We have that range. And in many ways, retail becomes just a democratic process in terms of access.”
Howard’s strong brand appeal, she explained, allows merchandise to be sold across a wide price range.
“Through the licensing process, we can extend our brand and make it more affordable, as well as offer more elite types of collaborations,” she said.
Stevens noted that demand often outweighs cost. She recalled students buying $250 Legacy History Pride letterman jackets, sometimes before purchasing their books.
“Quite a few of my students showed up with those, but they hadn’t purchased their books yet. And I’m like, ‘Wow, OK. What’s important?’” Stevens said.
As both a Howard alumna(℅ 1990) and a professor at the university for nearly 20 years, Stevens said she has witnessed Howard’s brand develop and how students express themselves with apparel.
With Howard’s growing relevance, sales trends show people are willing to buy these products. For example, Grace Wales Bonner’s “Howard Universal” collection included a $260 graphic T-shirt that sold out at Nordstrom.
“There’s something to having that association, and with that comes respect,” Stevens said. “And we have the receipts. People have come out of pocket and made sacrifices just as others have made sacrifices to wear brands across time.”
McDuffie agreed that some collaborations can justify the price. He pointed to Ralph Lauren’s HBCU collection for Spelman and Morehouse as an example.
If Howard were to collaborate on that, he said it would be something he’d consider purchasing.
“Growing up, I wore a lot of Ralph Lauren, so if I wanted the piece, I could say, ‘I️ want to get this, I’m gonna put someone aside to get it.’ But it is a lot of people here who can’t afford it,” McDuffie said.
As more brands collaborate with Howard, consumers will continue weighing price, quality and cultural value when deciding whether to buy.
Copy edited by D’Nyah Jefferson – Philmore