- Tony Award winner Ben Vereen has stepped into fashion as the new Brand Ambassador for Brooklyn-based streetwear label Snow Milk, saying the brand's mission to amplify positive messages and spread kindness inspired him to come aboard.
- Snow Milk, founded by Doobie Duke Sims out of a Brooklyn studio basement in 2020, specializes in individually numbered, one-of-a-kind upcycled clothing, with each piece hand-printed and ethically produced.
- Before Vereen, Snow Milk previously partnered with Wall Street analyst Dan Ives in August 2025 for an exclusive unisex capsule collection featuring graffiti-inspired graphics.
- Vereen's prior brand endorsement work includes a partnership with Novo Nordisk, for which he spoke across the country about diabetes awareness.
Ben Vereen is taking his star power to the streets. The Tony Award-winning entertainer has officially been named Brand Ambassador for Snow Milk, the Brooklyn-based streetwear label founded by Doobie Duke Sims.
Vereen says the brand’s commitment to spreading positive messages drew him in, noting that each Snow Milk piece is one-of-a-kind and designed with positive affirmations, a perfect match for his personal philosophy of hope and inspiration.
Snow Milk started from a single T-shirt sale in 2020 and has since grown into a recognizable name in ethical streetwear, selling individually numbered, upcycled pieces, with each item hand-printed in Brooklyn.
The brand’s previous high-profile collaboration was with Wall Street analyst Dan Ives in August 2025, launching a unisex capsule collection with his signature graffiti-inspired aesthetic.
The partnership carries a hometown connection: Vereen, who won his Tony for Pippin in 1973 and is iconic for his role as “Chicken George” in Roots, was himself raised in the Bedford-Stuyvesant neighborhood of Brooklyn, the same borough that birthed Snow Milk.
Just last year, Vereen was celebrated at the 2025 Chita Rivera Awards, receiving the Lifetime Achievement Award in recognition of his decades-long contributions to Broadway, screen, and the arts.
He also recently appeared at the Dancers Against Cancer Gala and is working on a new album, Ben Vereen: For You, alongside longtime collaborator Mike Boone.
Outside fashion, similar high-profile brand ambassador moves have been making waves, much like when Millie Bobby Brown was named Global Brand Ambassador for Brita and when Jessica Alba fronted Luna Bar’s Easy to Love campaign as inaugural ambassador.
Vereen’s prior brand work includes an endorsement deal with Novo Nordisk centered on diabetes awareness.
Takeaways
This isn’t just a fashion deal, it’s a values deal. Vereen and Snow Milk share a Brooklyn DNA and a genuine belief in using personal expression as a vehicle for kindness. That’s the kind of authenticity brands pay big for but rarely find organically.
For Snow Milk, landing a living Broadway legend less than a year after its Dan Ives capsule signals that the label is rapidly building a reputation as the go-to brand for culturally credible collaborations.
And for Vereen at 79, leaning into wearable art and affirmations feels like a natural extension of a career that has always been about inspiring people, just a new canvas.
Does pairing a Broadway icon with a Brooklyn streetwear brand open Snow Milk up to an entirely new demographic or blur its core identity? Could this ambassador deal lead to a signature Ben Vereen x Snow Milk capsule collection?
