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CURRENT REPORT
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Item 8.01 Other Events.
On July 7, 2026, Digital Brands Group, Inc. (the “Company”) issued a press release announcing a strategic partnership between its AVO brand and the largest college bookstore chain in the United States, which operates over 1,000 bookstore locations. Under this partnership, AVO will assume all prime retail floor space currently occupied by lululemon across all existing bookstore locations. The Company intends to leverage this expanded retail presence by deploying its store-in-store concept, which integrates customization-focused technology and enhanced customer experiences into every location.
A copy of the press release issued by the Company on July 7, 2026 is attached hereto as Exhibit 99.1 and is incorporated herein by reference.
On July 8, 2026, the Company issued a press release providing third quarter 2026 revenue guidance of $8.5 million to $11.0 million and positive net income. The Company indicated this represents a projected 300% to 500% year-over-year increase in revenue, alongside a significant bottom-line turnaround from a $3.5 million net loss in Q3 of the prior year to break-even or positive net income. The forecasted growth is driven by two key catalysts: a collegiate expansion from 1 to 18 universities, and a landmark government contract for the first scale deployment program across three cities.
A copy of the press release issued by the Company on July 8, 2026 is attached hereto as Exhibit 99.2 and is incorporated herein by reference.
Item 9.01 Financial Statements and Exhibits.
(d) Exhibits
Exhibit Number |
Description | |
| 99.1 | Press Release dated July 7, 2026 | |
| 99.2 | Press Release dated July 8, 2026 | |
| 104 | Cover Page Interactive Data File (embedded within the Inline XBRL document) |
SIGNATURES
Pursuant to the requirements of the Securities Exchange Act of 1934, as amended, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.
| DIGITAL BRANDS GROUP, INC. | ||
| Date: July 9, 2026 | By: | /s/ John Hilburn Davis IV |
| Name: | John Hilburn Davis IV | |
| Title: | President and Chief Executive Officer | |