Tones of Melanin Fashion Line Update | Shark Tank Season 14
Ashley Jones was a student at Norfolk State University when she saw that the clothes in her school’s bookstore didn’t match her style or show real pride in HBCUs. To fix this, she started designing her own HBCU-themed clothing and selling it from her backpack. This small idea turned into Tones of Melanin, a brand now sold in major stores and HBCU bookstores. Will her product line earn her a deal? Find out in our Tones of Melanin update and pitch recap.
If you’re short on time, here’s a quick overview of what happened to Tones of Melanin after
Ashley entered
In terms of a Tones of Melanin update, the company expanded its reach by partnering with major retailers like Dick’s Sporting Goods and Belk, boosting its market presence.
| Shark | Result |
| Mark Cuban | Accepted offer of $300,000 for 12% equity |
| Kevin O’Leary | No offer |
| Barbara Corcoran | No offer |
| Daymond John | No offer |
| Lori Greiner | No offer |
Shark Tank Tones of Melanin Pitch
- Entrepreneur: Ashley Jones
- Business: Collegiate fashion for minority communities
- Ask: $300,000 for 15% equity
- Result: $300,000 for 12% equity
- Shark: Mark Cuban
Ashley brought her fashion line, Tones of Melanin to
Her brand is working to fix that. Thus, she explained that she needed the funds to partner with a third-party logistics company to handle retail orders and to expand her marketing efforts for even greater reach.
Her goal is to scale the brand while continuing to highlight the pride and legacy of HBCUs.
Tones of Melanin is a clothing and apparel brand that combines streetwear with collegiate fashion to celebrate the culture of Historically Black Colleges and Universities (HBCUs).
The product line includes stylish and high-quality items such as t-shirts, hoodies, hats, windbreakers, and reversible jackets, all designed with a focus on representing HBCU pride.
Each piece is licensed by over 40 HBCUs and historically Black fraternities and sororities.
The brand caters to HBCU students, alumni, and supporters who want clothing that reflects their pride and cultural identity.
The landing cost of a jacket is approximately $28, and it retails between $56 and $110, depending on the size.
Meanwhile, Mark Cuban sees the potential in reversible shorts and jackets, which offer strong profit margins.
There are about 100 HBCUs, and Ashley has licensing deals with 40. She notes that the others don’t have licensing programs.
Daymond John adds that HBCU-branded products are a fast-growing market, with a major shoe company investing $2 billion in the space.
Since starting in 2017, Tones of Melanin has made $3.3 million in sales, with $1.4 million in the past year alone.
Retailers like Fanatics, Follett, Dick’s Sporting Goods, and 25 HBCU bookstores carry her products, which account for 75% of sales, while eCommerce makes up the rest.
Just two days before her
Lori Greiner suggests outsourcing logistics but questions the need for more marketing.
Ashley shares her entrepreneurial roots, explaining how her grandparents owned a beauty supply business and how she learned resilience when her mother lost her job.
This experience shaped her work ethic and determination to grow her business.
Lori is impressed by Ashley’s story but feels it’s outside her expertise and bows out.
Barbara Corcoran admires Ashley’s passion but also decides not to invest.
Kevin O’Leary sees inventory management as a challenge and opts out.
Daymond, despite conflicts with similar businesses, offers helpful advice on using campus representatives to boost sales but can’t invest.
Mark, inspired by Ashley’s vision, offers $300,000 for 15% equity. Ashley counters with 12%, and Mark agrees, closing the deal.
What happened next for the brand? Keep reading our Tones of Melanin update to find out.
Shark Tank Tones of Melanin Update
Our Tones of Melanin update found that the deal with Mark Cuban closed successfully.
Further, the brand expanded its presence by partnering with major retailers such as Dick’s Sporting Goods and Belk.
Additionally, the purchase order for $973,000 from Follett that Ashley referenced in her pitch was successfully fulfilled.
Initially focusing on collegiate fashion wear, Tones of Melanin broadened its product line to include Greek-style apparel, school wear, accessories, and all-season clothing.
The brand continued its commitment to the HBCU community by donating over $50,000 to HBCU causes and sponsoring events at various HBCUs, supporting student activities and campus life.
At the time of writing, Tones of Melanin’s net worth is estimated at $2.5 million, with an annual growth rate of 20%.
It seems the future is bright for Ashley, and we can’t wait for our next Tones of Melanin update.
Would you like to learn about the other companies featured on Season 14 Episode 22? Follow the links below!
Before you go, be sure to check out our list of all the Shark Tank Season 14 products.
Jeremy is a regular contributor at Shark Tank recap. He has a ton of passion for the show and enjoys researching information about what all the companies are up to now. His favorite Shark Tank companies are The Cookie Dough Cafe and Kronos Golf!