UPS Debuts Branded Streetwear, Merch Line at New York Fashion Week

By Brendan Menapace

UPS is jumping into the fashion market by releasing a limited edition apparel and merchandise collection that debuted at New York Fashion Week.

Yes, this is the same UPS known for brown uniforms and delivering packages.

The "Be Unstoppable" collection ties in with the new "Proudly Unstoppable" branding UPS rolled out, which is designed to shine a light on minority-owned small businesses. It includes T-shirts, joggers, caps, water bottles, speakers and backpacks.

They feature busy prints and designs with the UPS logo incorporated into the piece. Items like long-sleeved T-shirts and hoodies feature front and sleeve decoration.

Today on Brand New (Linked): At NY @FashionWeek , UPS launched “Be Unstoppable”, a limited-edition apparel and merchandise collection. All proceeds + $50,000 in grants will go to In The Blk, a non-profit dedicated to uplifting small Black fashion brands. https://t.co/1HCl9U7GpK pic.twitter.com/9ehU1FtBty

— UnderConsideration (@ucllc) February 17, 2022

As more minority-owned small businesses are impacted by the ongoing pandemic, shipping company UPS is offering a little fashion and a lot of help. UPS debuted its first-ever, limited-edition apparel and merchandise collection, Be Unstoppable, at New York… https://t.co/XT3dZzwRVF pic.twitter.com/uBLyFSB483

— Eric Porat (@ericporat) February 16, 2022

Like so many other companies that have jumped into branded merchandise and apparel, UPS is using the capsule model to create scarcity and hype. It also draws influence from streetwear and fashion designers like Olivier Rousteing, André Leon Talley and the late Virgil Abloh, according to Adweek.

This also follows the unlikely but welcome trend of major U.S. shipping carriers suddenly getting into the fashion game. In November, the U.S. Postal Service teamed up with Vans for a full collection of apparel and footwear incorporating the USPS logo and branding. (Your move, FedEx.)

UPS plans to donate 100% of the proceeds from the Be Unstoppable collection, as well as an additional $50,000 in grant money, to nonprofit InTheBlk, which works with Black-owned fashion brands. UPS donated more than 500,000 in grants last year to minority-owned business.

Our support at #NYFW was just the beginning. We also launched our Be Unstoppable streetwear collection with 100% of proceeds going to IN THE BLK a non-profit dedicated to uplifting small Black-Owned fashion brands. #BeUnstoppable #BlackHistoryMonth https://t.co/WCg0gx8FYF

— UPS (@UPS) February 17, 2022

UPS also worked with InTheBlk for its first Be Unstoppable show featuring a decorated UPS truck.

“This is important because entrepreneurs of color—including fashion designers—operate more than 8 million businesses, generate $1.4 trillion in revenue and employ more than 7 million people,” UPS chief marketing officer Kevin Warren said. “We believe an intentional focus on diversity, equity and inclusion not only leads to better outcomes throughout our business, but helps lift communities and the wider economy. When small businesses win, we all win.”

Guests visit the Be Unstoppable Gear Pop-Up Shop by UPS during New York Fashion Week: The Shows on February 15, 2022 in New York City. | Credit: Getty Images by Roy Rochlin

The Be Unstoppable merchandise will be available on the Be Unstoppable website and a branded pop-up store at Spring Studios during New York Fashion Week.