Dickinson Outfitters: A New Name and Vision for the Campus Store
Photo by Dan Loh.
COMMUNITY-DRIVEN REBRAND REFLECTS THE STORE’S CHANGING ROLE AND COMMITMENT TO SUSTAINABILITY
by Alex Sonfield '25
Dickinson’s longtime bookstore has a new name—and a new purpose.
Now known as Dickinson Outfitters, the former bookstore is embracing a student-focused identity and a stronger commitment to sustainability. Chosen through a community vote, the new name represents more than a rebrand; it signals a full transformation of the store’s offerings and mission.
“We’re not a one-stop shop for books anymore, and I’d be the first to tell a student to shop around,” says Jason DeLorenzo, the store's director. “We’re really here to represent school spirit and be a resource for students—not just academically, but personally and culturally.”
WHY THE REBRAND?
The shift began with a simple reality: Students no longer rely on a physical store to get textbooks, and Dickinson now uses Barnes & Noble for course materials, reflecting shifts in education like digital textbooks and inclusive access models.
“We had some internal conversations and brainstormed a list of about 50 to 60 names,” DeLorenzo explains. “Then we put it to a vote through social media, and Dickinson Outfitters was the clear favorite. It was really cool to see how engaged people were. Hundreds of comments and reactions. So in the end, it was really chosen by the community.”
SUSTAINABILITY TAKES CENTER STAGE
Alongside the new look and name comes a big commitment to environmental responsibility. Dickinson Outfitters is plastic-bag-free, replacing single-use bags with 100% recycled reusable totes. Customers who bring them back receive a 25-cent discount.
“I think it’s the right thing to do,” says DeLorenzo.
The campus store is also stocking more eco-friendly product lines based on direct student input. In collaboration with the Center for Sustainability Education and student committees, DeLorenzo has introduced a wider range of sustainable products, including everyday essentials and apparel made from recycled materials.
Photo by Dan Loh.
A FRESH TAKE ON STYLE & SPIRIT
The transformation is visible in more than just signage. The store’s layout, atmosphere and merchandise now reflect a broader and more inclusive sense of Dickinson pride. From gender-inclusive gear to seasonal styles and everyday favorites, there’s something to make all students, families and alumni feel connected and proud.
Photo by Dan Loh.
BUILT AROUND STUDENT LIFE
While the product selection continues to evolve, DeLorenzo also sees the store as an extension of student life on campus, and his team regularly updates inventory based on student requests—and the occasional surprise need.
“I want the store to be a real resource for the community,” he says. “It should feel like a central, welcoming place on campus.”
A PLACE OF PRIDE
In the end, DeLorenzo hopes the store continues to be a point of pride for Dickinsonians. “It should be a place of celebration,” he says. "You've spent four years here. Or you’re in it now. It’s neat to walk into a space that represents all of that. I want students to be wowed and proud—that they go here, or they went here."
Photo by Dan Loh.
TAKE THE NEXT STEPS
Published August 11, 2025