For UPS, Delivering DEI to the Fashion Industry Never Goes Out of Style

There was once a time when UPS was the unlikeliest brand to be associated with fashion. With its ubiquitous (some would say drab) brown color scheme, nothing about the shipping company seemed to connect with an industry often characterized by its kaleidoscopic usage of color. This unexpected, radical connection makes UPS uniquely situated to usher the fashion world into an era of inclusivity and weave more creatives of color into its fabric. Seeing an opportunity to elevate its brand recognition, refresh its image and connect with the companies that comprise the $400 billion U.S. fashion industry—many begin as small businesses for which shipping services are essential—UPS became a sponsor for American fashion’s biggest event: New York Fashion Week (NYFW). La La Anthony hosted the UPS Big Motion runway presentation at NYFW. The partnership, which just celebrated its third season in September with the spring 2024 collections, also presented the brand with an opportunity to spotlight designers from marginalized communities who often don’t have the capital or resources to stage expensive and logistically challenging productions, let alone attract an audience of coveted fashionistas and influential press to garner attention for their brands to thrive. Last year, the brand used its platform to showcase a limited-edition collaboration with Angelo Baque, creative director and founder of streetwear brand Awake NY, in an online shop. The UPS x Awake NY collection was also available for sale at La Bodega Baque, an activation curated by the designer that replaced typical bodega fare with merchandise by Latinx small-business owners. Proceeds from the collection, along with an additional $50,000 grant, went to a scholarship program for Latinx fashion designers and entrepreneurs. This year, UPS raised the bar and the stakes with a $150,000 grant to three fashion labels: Chelsea Grays, Undra Celeste New York and The Brand Label. All are owned by alums from Historically Black Colleges and Universities (HBCUs), and the funds went to developing their collections presented at the UPS Big Motion runway show at NYFW. The event was hosted by media personality, entrepreneur and fellow HBCU alum La La Anthony and attended by a packed house of press and industry elites, including celebrated designer Sergio Hudson, who took a break from prepping for his own show to support the fashion week freshmen. A runway look from Chelsea Grays “[We] always strive to support diverse small-business owners in unique and unexpected ways,” said Kevin Warren, executive vice president and chief marketing and customer experience officer at UPS, who has led the brand’s transformation since joining in 2018. “HBCUs cultivate Black excellence and Black culture—they build communities, foster creativity and develop the next generation of entrepreneurs." The goal of the NYFW small-business grant "was to champion HBCUs and connect with the next generation of fashion designers, while simultaneously giving Black creatives the platform and spotlight on the biggest fashion stage,” he added. Warren told Adweek the show was inspired by the culture and community at HBCUs and likened their forward-thinking spirit to the company’s own mission of “making diverse small-business owners ‘Proudly Unstoppable.’” (L. to r.) The Big Motion designers Nola (The Brand Label), Undra Celeste, Shaq (The Brand Label) and Chelsea Grays. Following the show, the brand hosted an after-party where guests could purchase its latest collaboration, UPS x Tones of Melanin. That fashion label is owned and designed by another HBCU alum, Ashley Jones; proceeds supported a scholarship fund at Clark Atlanta University. “[We were] thrilled to host a post-event celebration that continued to celebrate the community,” said Stephen L. Hewitt, director of diverse customer segments at UPS. “By having our collaboration at the after-party, we were able to keep the HBCU storytelling front and center while also bringing attention to small businesses.” The brand also hosted a panel discussion, Black Excellence in Fashion: Championing Representation and Entrepreneurship, moderated by author and DEI consultant Danielle Prescod and featuring Warren in conversation with stylist and travel editor, Alexander-Julian, and stylist and costume designer Shiona Turini. A UPS-branded truck promoting the show and NYFW partnership Kellie Streat, director of digital marketing and sponsorships at UPS, told Adweek the talk was “an opportunity to intentionally give back to small businesses in the fashion industry through on-the-ground insights on how there’s still more work to be done in representation." She added: “Brands interested in impacting culture need to also invest in culture. UPS did this by empowering and investing in underrepresented communities and talent to ensure these groups receive a stage and platform for their voice.” Streat also shared that since the initiative began, it has led to investments of more than $1.5 million in programs focused on diverse-owned small businesses. She cited the company's "Proudly Unstoppable" platform (which also includes year-round efforts geared toward the Latinx and AAPI communities) as well as partnerships with NYFW and Complex Networks as major contributors to the program's success. UPS x Tones of Melanin merch drop at the after-party Additionally, she noted that UPS has supported more than 107,000 women and small-business owners by tapping into the global economy through the Women Exporters Program since 2018. The results have included increased media impressions and a sweet spot at No. 29 on Interbrand's Best Global Brands list, nestled firmly between Ikea and Gucci—doubling its ranking over its top shipping competitors in the past year. It also confirms what Warren recently shared on the Brandweek stage in Miami: “Diversity, equity and inclusion is not an extracurricular activity. … It’s good business.” This story is part of the Advancing DEI special feature.

Fashion News

For UPS, Delivering DEI to the Fashion Industry Never Goes Out of Style

The shipping service—an NYFW sponsor—is championing creatives of color on and off the runway

Leslie Blount

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Leslie Blount