DBG announces launch of AVO, a new direct-to-consumer brand, after successful beta testing Page 1

Austin, TX, September 4, 2024 (GLOBE NEWSWIRE) — Digital Brands Group, Inc. (“DBG”) (NASDAQ: DBGI), a carefully curated collection of luxury lifestyle brands, today announces the launch of AVO, a new direct-to-consumer (DTC) brand (https://shopavo.la/). As other premium brands have increased their retail prices due to inflation, the company believes there is an opportunity to deliver premium apparel at lower prices by adopting a DTC model that also offers significant discounts for bundling multiple products. This new model creates a value proposition in the premium segment, similar to how fast fashion created a value proposition in the mass market segment.

AVO was founded to capitalize on this new opportunity. This market opportunity lies between the price points of fast fashion and other premium apparel. Our high-quality garments are handmade in Los Angeles using premium fabrics and craftsmanship, and then sold at prices closer to fast fashion prices. In short, quality doesn’t have to be expensive.