Digital Brands Group Expands Sports and Entertainment Partnerships, Names Todd Kucinski Vice President of Strategic Partnerships for Sports and Entertainment

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(“DBG” or the “Company”) (NASDAQ: DBGI), a publicly traded company specializing in apparel and e-commerce, today announced that the appointment of Todd Kucinski as Vice President of Strategic Partnerships for Sports and Entertainment, a newly created leadership role focused on expanding year-round sports, entertainment, licensing and brand partnership opportunities across AVO’s growing portfolio of university relationships. In his new role, Kucinski will lead the strategy and execution of AVO’s university and corporate partnerships, working across collegiate licensing, NIL, live entertainment and experiential marketing.

His responsibilities will include developing opportunities ranging from game-day and Greek life activations to major concerts, special events and on-campus experiences featuring brands, influencers, celebrities and artists. The new position reflects AVO’s strategy to build deeper, year-round ecosystems around its university relationships by connecting sports, entertainment, NIL, licensed merchandise, brands and live experiences in ways that create value for universities and their fans, alumni, students and campus communities. Kucinski joins AVO following more than two decades in collegiate sports business, including 19 years with LEARFIELD.

Most recently, he served as Director of Business Development for Crimson Tide Sports Marketing, LEARFIELD’s multimedia rights property at the University of Alabama. In that role, he led business development and revenue generation efforts for one of the nation’s premier collegiate athletics brands, helping drive multi-million-dollar partnership growth while working closely with Alabama Athletics leadership on sponsorship strategy, NIL integration, premium inventory development and long-term revenue initiatives.

Prior to Alabama, Kucinski served more than a decade as General Manager of Tiger Sports Properties at the University of Memphis, where he led the property through significant growth across corporate partnerships, multimedia rights and revenue-generating initiatives. Under his leadership, the property achieved multi-million-dollar revenue growth while strengthening long-term relationships with university leadership and corporate partners.

Earlier in his LEARFIELD career, Kucinski served as General Manager at Bowling Green State University, Associate General Manager at Kansas State University, and Director of Sales/Assistant Director of Marketing with The Ohio State University Athletics Department, where he began his career before joining LEARFIELD. “Todd’s experience building university and corporate partnerships, creating new revenue opportunities and developing programs from the ground up makes him a tremendous addition to AVO,” said Hil Davis, Chief Executive Officer of Digital Brands Group.

“This is an important step in creating a flywheel around each university in AVO’s portfolio—bringing together sports, entertainment, NIL, licensing, brands and experiences in ways that create meaningful value for everyone involved.” “College athletics is evolving quickly, and I believe there is a tremendous opportunity to think bigger about what a university partnership can become,” said Kucinski. “By bringing together sports, entertainment, NIL, licensing, brands and live experiences, we can create new revenue opportunities for our university partners while delivering experiences that fans, students and alumni genuinely want to be part of.

I’m excited to join Hil and the AVO team and help build that model across our university portfolio.” About Digital Brands Group, Inc. Digital Brands Group, Inc. (NASDAQ: DBGI) operates a curated portfolio of luxury and lifestyle apparel brands, leveraging a digitally native e-commerce ecosystem and selective wholesale distribution channels to drive direct-to-consumer scale, sustainable customer acquisition, and long-term brand equity. 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: risks arising from the level of consumer demand for apparel and accessories; DBG’s ability to add and retain strategic partners and customers; 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 SEC, including DBG’s Annual Report on Form 10-K, and Quarterly Reports on Form 10-Q, and Curren Reports on Forms8-K filed or furnished with the U.S. Securities and Exchange Commission. View source version on.com: Investor Relations Contact: Digital Brands Group, Inc. Investor Relations Department Email: invest@digitalbrandsgroup.co (mailto:invest@digitalbrandsgroup.co)