DHL is marking its 50th anniversary by giving consumers a taste of its streetwear style.
The German supply chain and logistics giant celebrates 50 years in operation since launch on Sept. 25, 1969 and to commemorate the momentous occasion, it’s working with Anti Social Social Club to drop a seven-piece streetwear capsule of hoodies, T-shirts, hats and pillows shaped like delivery boxes for men and women.
“In 1969, our founders planted the seed of an innovative business idea that has grown to be the world’s leading logistics company,” DHL Express Americas CMO Christine Nashick said.
“Today, we are pleased to share our big day with a groundbreaking company that embraces creativity and pushes traditional boundaries,” Nashick added. “As their newly chosen international express shipping provider, we are excited to be a part of their movement and look forward to helping them introduce more of their popular items in additional markets around the globe.”
DHL said garments in the capsule will be emblazoned with the streetwear brand’s “iconic wavy typeface” on the back along with the DHL 50th anniversary logo.
Pieces in the Anti Social Social Club x DHL collection will be available in sizes S-XXL on antisocialsocialclub.com. The capsule builds on DHL’s previous collabs with “style pioneers” including Vetements and Budapester.
DHL seems to be seizing on streetwear as a means of elevating its brand profile and speaking to consumers with the currency of “here today, gone tomorrow” urgency fueling sales for popular product drops.