Exhibit 10.2


 


NEITHER THE ISSUANCE NOR SALE OF THE SECURITIES
REPRESENTED BY THIS CERTIFICATE NOR THE SECURITIES INTO WHICH THESE SECURITIES ARE CONVERTIBLE HAVE BEEN REGISTERED UNDER THE SECURITIES
ACT OF 1933, AS AMENDED, OR APPLICABLE STATE SECURITIES LAWS. THE SECURITIES MAY NOT BE OFFERED FOR SALE, SOLD, TRANSFERRED OR ASSIGNED
(I) IN THE ABSENCE OF (A) AN EFFECTIVE REGISTRATION STATEMENT FOR THE SECURITIES FILED PURSUANT TO THE SECURITIES ACT OF 1933,
AS AMENDED, OR (B) AN OPINION OF COUNSEL (WHICH COUNSEL SHALL BE SELECTED BY THE HOLDER), IN A GENERALLY ACCEPTABLE FORM, THAT
REGISTRATION IS NOT REQUIRED UNDER SAID ACT OR (II) UNLESS SOLD PURSUANT TO RULE 144 OR RULE 144A UNDER SAID ACT. NOTWITHSTANDING
THE FOREGOING, THE SECURITIES MAY BE PLEDGED IN CONNECTION WITH A BONA FIDE MARGIN ACCOUNT OR OTHER LOAN OR FINANCING ARRANGEMENT
SECURED BY THE SECURITIES.


 


	Principal Amount: $2,625,000	 	Issue Date: November 16, 2021




 


Original Issue Discount: $125,000


 


CONVERTIBLE PROMISSORY NOTE


 


FOR VALUE
RECEIVED, Digital Brands Group, Inc., a Delaware corporation (the “Borrower”), as of November 16,
2021 (the “Issue Date”), hereby promises to pay to the order of FirstFire Global Opportunities Fund,
LLC (the “Lender” and including its registered assigns, the “Holder”), the principal sum of $2,625,000 (the
 “Principal Amount”), together with interest at the rate of 6% per annum, at maturity or upon acceleration
or otherwise, as set forth herein (this “Note”). This Note is being issued by the Borrower to the Lender pursuant
to that certain Securities Purchase Agreement (the “Purchase Agreement”) entered into by the Borrower and the Lender
on the Issue Date. The cash consideration to the Borrower for this Note $2,500,000 (the “Consideration”)
in United States currency, due to the prorated original issuance discount of up to $125,000 (the “OID”).
The maturity date shall be the date that is 18 months from the Issue Date (the “Maturity Date”), and is the date
upon which the applicable portion of the Principal Amount, as well as any accrued and unpaid interest and other fees, shall be due
and payable. This Note may not be repaid in whole or in part except as otherwise explicitly set forth herein. Any amount of
principal or interest on this Note that is not paid by the applicable Maturity Date shall bear interest at the rate of the lesser of
(i) 18% per annum or (ii) the maximum amount allowed by law, from the due date thereof until the same is paid
(“Default Interest”). All payments due hereunder (to the extent not converted into the Borrower’s Common
Stock, par value $0.0001 per share (the “Common Stock”))
shall be made in lawful money of the United States of America. All payments shall be made at such address as the Holder shall
hereafter give to the Borrower by written notice made in accordance with the provisions of this Note. Whenever any amount expressed
to be due by the terms of this Note is due on any day which is not a business day, the same shall instead be due on the next
succeeding day which is a business day and, in the case of any interest payment date which is not the date on which this Note is
paid in full, the extension of the due date thereof shall not be taken into account for purposes of determining the amount of
interest due on such date. As used in this Note, the term “business day” shall mean any day other than a Saturday,
Sunday or a day on which commercial banks in the city of New York, New York are authorized or required by law or executive order to
remain closed.


 






     


     


    

 


This Note is free from all
taxes, liens, claims and encumbrances with respect to the issue thereof and shall not be subject to preemptive rights or other similar
rights of shareholders of the Borrower and will not impose personal liability upon the holder thereof. Capitalized terms used in this
Note shall have the meanings set forth in the Purchase Agreement unless otherwise defined in this Note.


 


The following additional terms shall also apply to this Note:


 


ARTICLE I.


 


1.1          Conversion
Price. The Conversion Price shall be the lesser of (i) the 130% of the Closing Price on the last Trading Day prior to the
Issue Date, and (ii) 90% of the average of the two lowest VWAPs during the five
(5) consecutive Trading Day period ending and including the
Trading Day immediately preceding the delivery or deemed delivery of the applicable Notice of Conversion (the “Conversion
Price”). All such Conversion Price determinations are to be appropriately adjusted for any stock dividend, stock split, stock
combination, reclassification or similar transaction that proportionately decreases or increases the Common Stock.


 


		1.2	Conversion; Company Cash Payment Option.



 


(a)          Automatic Conversion
Upon Qualified Financing. At the closing of a public or private sale of common stock or notes convertible into common stock in which
the aggregate gross proceeds to the Borrower is at least $30.0 million and where the per share price paid by the investors participating
in the financing or the conversion price, respectively, is at least $5.00 (a “Qualifying Financing”) and if the shares
of Common Stock underlying this Note are then subject to an effective resale registration statement as filed with the Securities and Exchange
Commission, the outstanding principal and accrued but unpaid interest of this Note shall be automatically converted into the number of
fully paid and non-assessable shares of Common Sock at $3.29 per share. The number of shares of Common Stock to be issued upon such conversion
of this Note shall be determined by dividing the sum of the outstanding Principal Amount of this Note, plus accrued and unpaid interest,
if any, on such Principal Amount at the interest rates provided in this Note to the date of such conversion, by $3.29. The Holder, by
acceptance of this Note, agrees with the Company that, if this Note is converted pursuant to this Section 1.1(a), then the
Holder shall deliver the original of this Note to the Company with appropriate endorsements at the closing of the Qualified Financing;
provided, however, this Note shall for all purposes be deemed paid and cancelled regardless of whether the Holder delivers
the original of this Note.


 


(b)          Optional
Conversion Right. The Holder shall have the right at any time to convert all or any part of the entire outstanding and unpaid
Principal Amount and accrued and unpaid interest of this Note into fully paid and non-assessable shares of Common Stock, as such
Common Stock exists on the Issue Date, or any shares of capital stock or other securities of the Borrower into which such Common
Stock shall hereafter be changed or reclassified at the Conversion Price (a “Conversion”). The number of shares
of Common Stock to be issued upon each such conversion of this Note shall be determined by dividing the Conversion Amount (as
defined below) by the applicable Conversion Price then in effect on the date specified in the notice of conversion, in the form
attached hereto as Exhibit A (the “Notice of Conversion”), delivered to the Borrower by the Holder in
accordance with Section 1.3 below; provided that the Notice of Conversion is submitted by facsimile or e-mail (or
by other means resulting in, or reasonably expected to result in, notice) to the Borrower before 6:00 p.m., New York, New York time
on such conversion date (the “Conversion Date”). The term “Conversion Amount” means, with
respect to any conversion of this Note further to this Section 1.1(b), the sum of (A) the Principal Amount of this Note to
be converted in such conversion, plus (B) at the Holder’s option, accrued and unpaid interest, if any, on such Principal
Amount at the interest rates provided in this Note to the Conversion Date, plus (C) at the Holder’s option, Default
Interest, if any, on the amounts referred to in the immediately preceding clauses (A) and/or (B), plus (D) at the
Holder’s option, any amounts owed to the Holder pursuant to Sections 1.2, 1.3(g), 4.11, and/or 4.12
and/or Article III hereof. Except following an Event of Default, the Holder shall
not be permitted to submit Conversion Notices in any thirty day period, having Conversion Amounts equalling in the aggregate, in
excess of $500,000.


 






     


     


    

 


(c)          Maximum Share Limitaion.
Notwithstanding the provisions of Sections 1.1(a) and 1.1(b), in no event shall the Holder be entitled to convert any portion of
this Note in excess of that portion of this Note upon conversion of which the sum of (1) the number of shares of Common Stock beneficially
owned by the Holder and its affiliates (excluding shares of Common Stock which may be deemed beneficially owned through the ownership
of the unconverted portion of this Note or the unexercised or unconverted portion of any other security of the Borrower subject to a limitation
on conversion or exercise analogous to the limitations contained herein) and (2) the number of shares of Common Stock issuable upon
the conversion of the portion of this Note with respect to which the determination of this proviso is being made, would result in beneficial
ownership by the Holder and its affiliates of more than 4.99% of the outstanding shares of Common Stock (the “Maximum Share Amount”).
The Holder, upon not less than 61 days’ prior written notice to the Borrower, may increase the Maximum Share Amount, provided that
the Maximum Share Amount shall never exceed 9.99% of the number of shares of Common Stock outstanding immediately after giving effect
to the issuance of shares of Common Stock upon conversion of this Note held by the Holder and the provisions of this Section 1.1
shall continue to apply. Any such increase will not be effective until the 61st day after such notice is delivered to the Borrower. The
Maximum Share Amount provisions of this paragraph shall be construed and implemented in a manner otherwise than in strict conformity with
the terms of this Section 1.1 to correct this paragraph (or any portion hereof) which may be defective or inconsistent with
the intended Maximum Share Amount provisions contained herein or to make changes or supplements necessary or desirable to properly give
effect to such limitation. The limitations contained in this paragraph shall apply to any successor holder of this Note. For purposes
of this Section 1.1, beneficial ownership shall be determined in accordance with Section 13(d) of the Securities
Exchange Act of 1934, as amended (the “Exchange Act”), and Regulations 13D-G thereunder, except as otherwise provided
in clause (1) of such proviso.


 


(d)          Nasdaq
19.99% Cap. Notwithstanding anything to the contrary contained in this Note or the other Transaction Documents, Borrower and Holder
agree that the total cumulative number of shares of Common Stock issued to Holder hereunder together with all other Transaction Documents
may not exceed the requirements of Nasdaq Listing Rule 5635(d) (“Nasdaq 19.99% Cap”), except that such limitation
will not apply following Approval (defined below). If the number of shares of Common Stock issued to Holder reaches the Nasdaq 19.99%
Cap, so as not to violate the 20% limit established in Listing Rule 5635(d), Borrower, at its election, will use reasonable commercial
efforts to obtain stockholder approval of the Note and the issuance of additional shares of Common Stock issuable upon the conversion
of the portion of this Note, if necessary, in accordance with the requirements of Nasdaq Listing Rule 5635(d) (the “Approval”).
If the Borrower is unable to obtain such Approval, any remaining outstanding balance of this Note must be repaid in cash.


 


1.3          Authorized
Shares. The Borrower covenants that during the period the conversion right exists, the Borrower will reserve from its authorized
and unissued Common Stock a sufficient number of shares, free from preemptive rights, to provide for the issuance of Common Stock upon
the full conversion of this Note, which shall be at least THREE times the number of shares that is actually issuable upon full
conversion of this Note (based on the Conversion Price of this Note in effect from time to time) (the “Reserved Amount”).
The Reserved Amount shall be increased from time to time in accordance with the Borrower’s obligations hereunder. The Borrower
represents that upon issuance, such shares of Common Stock will be duly and validly issued, fully paid and non-assessable. In addition,
if the Borrower shall issue any securities or make any change to its capital structure which would change the number of shares of Common
Stock into which this Note shall be convertible at the Conversion Price, the Borrower shall at the same time make proper provision so
that thereafter there shall be a sufficient number of shares of Common Stock authorized and reserved, free from preemptive rights, for
conversion of this Note. The Borrower acknowledges that it has irrevocably instructed its transfer agent to issue certificates (or book-entry
shares) for the Common Stock issuable upon conversion of this Note, and agrees that its issuance of this Note shall constitute full authority
to its officers and agents who are charged with the duty of executing stock certificates (or applicable instructions for the issuance
of book-entry shares) to execute and issue the necessary certificates (or book-entry shares) for shares of Common Stock in accordance
with the terms and conditions of this Note.


 






     


     


    

 


If, at any time the Borrower
does not maintain the Reserved Amount it will be considered an Event of Default under Section 3.2 of this Note; provided,
that notwithstanding anything to the contrary herein, the Borrower shall only be required to confirm and adjust the Reserved Amount one
time per calendar month.


 


1.4          Method
of Conversion.


 


(a)          Mechanics
of Conversion. Subject to Section 1.1(c), this Note may be converted by the Holder further to Section 1.1(b) in
whole or in part at any time as described thereunder, (A) by submitting to the Borrower a Notice of Conversion (by facsimile, e-mail
or other reasonable means of communication dispatched on the Conversion Date prior to 11:00 a.m., New York, New York time) and (B) subject
to Section 1.3(b), surrendering this Note at the principal office of the Borrower.


 


(b)          Surrender
of Note Upon Conversion. Notwithstanding anything to the contrary set forth herein, upon conversion of this Note in accordance with
the terms hereof, the Holder shall not be required to physically surrender this Note to the Borrower unless the entire unpaid Principal
Amount of this Note is so converted. The Holder and the Borrower shall maintain records showing the Principal Amount so converted and
the dates of such conversions or shall use such other method, reasonably satisfactory to the Holder and the Borrower, so as not to require
physical surrender of this Note upon each such conversion. In the event of any dispute or discrepancy, such records of the Borrower shall,
prima facie, be controlling and determinative in the absence of manifest error. Notwithstanding the foregoing, if any portion of
this Note is converted as aforesaid, the Holder may not transfer this Note unless the Holder first physically surrenders this Note to
the Borrower, whereupon the Borrower will forthwith issue and deliver upon the order of the Holder a new Note of like tenor, registered
as the Holder (upon payment by the Holder of any applicable transfer taxes) may request, representing in the aggregate the remaining unpaid
Principal Amount of this Note. The Holder and any assignee, by acceptance of this Note, acknowledge and agree that, by reason of the provisions
of this paragraph, following conversion of a portion of this Note, the unpaid and unconverted Principal Amount of this Note represented
by this Note may be less than the amount stated on the face hereof.


 


(c)          Payment
of Taxes. The Borrower shall not be required to pay any tax which may be payable in respect of any transfer involved in the issue
and delivery of shares of Common Stock or other securities or property on conversion of this Note in a name other than that of the Holder
(or in street name), and the Borrower shall not be required to issue or deliver any such shares or other securities or property unless
and until the person or persons (other than the Holder or the custodian in whose street name such shares are to be held for the Holder’s
account) requesting the issuance thereof shall have paid to the Borrower the amount of any such tax or shall have established to the satisfaction
of the Borrower that such tax has been paid.


 


(d)          Delivery
of Common Stock Upon Conversion. Upon an Automatic Conversion further to Section 1.1(a) or, in the case of a voluntary conversion
further to Section 1.1(b), upon receipt by the Borrower from the Holder of a facsimile transmission or e-mail (or other reasonable
means of communication) of a Notice of Conversion meeting the requirements for conversion as provided in this Section 1.3,
, the Borrower shall issue and deliver or cause to be issued and delivered to or upon the order of the Holder certificates for the Common
Stock issuable upon such conversion within two business days after such receipt (the “Deadline”) (and, solely in the
case of conversion of the entire unpaid Principal Amount hereof, surrender of this Note) in accordance with the terms hereof.


 






     


     


    

 


(e)          Obligation
of Borrower to Deliver Common Stock. Upon an Automatic Conversion further to Section 1.1(a) or, in the case of a
voluntary conversion further to Section 1.1(b), upon receipt by the Borrower of a Notice of Conversion, the Holder shall be
deemed to be the holder of record of the Common Stock issuable upon such conversion, the outstanding Principal Amount and the amount
of accrued and unpaid interest on this Note shall be reduced to reflect such conversion, and, unless the Borrower defaults on its
obligations under this Article I, all rights with respect to the portion of this Note being so converted shall forthwith
terminate except the right to receive the Common Stock or other securities, cash or other assets, as herein provided, on such
conversion. Upon an Automatic Conversion further to Section 1.1(a) or, in the case of a voluntary conversion further to
Section 1.1(b), if the Holder shall have given a Notice of Conversion as provided herein, the Borrower’s obligation to
issue and deliver the certificates for Common Stock shall be absolute and unconditional, irrespective of the absence of any action
by the Holder to enforce the same, any waiver or consent with respect to any provision thereof, the recovery of any judgment against
any person or any action to enforce the same, any failure or delay in the enforcement of any other obligation of the Borrower to the
holder of record, or any setoff, counterclaim, recoupment, limitation or termination, or any breach or alleged breach by the Holder
of any obligation to the Borrower, and irrespective of any other circumstance which might otherwise limit such obligation of the
Borrower to the Holder in connection with such conversion. In the case of a voluntary conversion further to Section 1.1(b), the
Conversion Date specified in the Notice of Conversion shall be the Conversion Date so long as the Notice of Conversion is received
by the Borrower before 11:00 a.m., New York, New York time, on such date.


 


(f)          Delivery
of Common Stock by Electronic Transfer. In lieu of delivering physical certificates representing the Common Stock issuable upon
conversion, provided the Borrower is participating in the Depository Trust Company (“DTC”) Fast Automated
Securities Transfer (“FAST”) program, upon request of the Holder and its compliance with the provisions contained
in Sections 1.1 and 1.2 and in this Section 1.3, the Borrower shall use its commercially reasonable
efforts to cause its transfer agent to electronically transmit the Common Stock issuable upon conversion to the Holder by crediting
the account of Holder’s Prime Broker with DTC through its Deposit Withdrawal Agent Commission (“DWAC”)
system.


 


(g)          Failure
to Deliver Common Stock Prior to Deadline. Without in any way limiting the Holder’s right to pursue other remedies,
including actual damages and/or equitable relief, the parties agree that if delivery of the Common Stock issuable upon conversion of
this Note is not delivered by the Deadline the Borrower shall pay to the Holder $3,000 per business day for each business day beyond
the Deadline that the Borrower fails to deliver such Common Stock (unless such failure results from war, acts of terrorism, an
epidemic, or natural disaster) (“Conversion Default Payments”). Such amount shall be paid to Holder in cash by
the fifth day of the month following the month in which it has accrued or, at the option of the Holder (by written notice to the
Borrower by the first day of the month following the month in which it has accrued), shall be added to the Principal Amount of this
Note on the fifth day of the month following the month in which it has accrued, in which event interest shall accrue thereon in
accordance with the terms of this Note and such additional Principal Amount shall be convertible into Common Stock in accordance
with the terms of this Note. The Borrower agrees that the right to convert is a valuable right to the Holder. The damages resulting
from a failure, attempt to frustrate, and/or interference with such conversion right are difficult if not impossible to quantify.
Accordingly, the parties acknowledge that the liquidated damages provision contained in this Section 1.3(g) are
justified.


 






     


     


    

 





1.5          Concerning
the Shares. The shares of Common Stock issuable upon conversion of this Note may not be sold or transferred unless (i) such
shares are sold pursuant to an effective registration statement under the Securities Act of 1933 (the “Securities
Act”), or (ii) the Borrower or its transfer agent shall have been furnished with an opinion of counsel (which opinion
shall be in form, substance and scope customary for opinions of counsel in comparable transactions) to the effect that the shares to
be sold or transferred may be sold or transferred pursuant to an exemption from such registration or (iii) such shares are sold
or transferred pursuant to Rule 144 under the Securities Act (or a successor rule) (“Rule 144”) or
(iv) such shares are transferred to an “affiliate” (as defined in Rule 144) of the Borrower who agrees to sell
or otherwise transfer the shares only in accordance with this Section 1.4 and who is an “accredited
investor” (as defined in Rule 501(a) of the Securities Act). Except as otherwise provided (and subject to the
removal provisions set forth below), until such time as the shares of Common Stock issuable upon conversion of this Note have been
registered under the Securities Act or otherwise may be sold pursuant to Rule 144 without any restriction as to the number of
securities as of a particular date that can then be immediately sold, each certificate for shares of Common Stock issuable upon
conversion of this Note that has not been so included in an effective registration statement or that has not been sold pursuant to
an effective registration statement or an exemption that permits removal of the legend, shall bear a legend substantially in the
following form, as appropriate:


 


“THE SECURITIES REPRESENTED BY THIS
CERTIFICATE HAVE NOT BEEN REGISTERED UNDER THE SECURITIES ACT OF 1933, OR APPLICABLE STATE SECURITIES LAWS. THE SECURITIES HAVE BEEN
ACQUIRED FOR INVESTMENT AND MAY NOT BE OFFERED FOR SALE, SOLD, TRANSFERRED OR ASSIGNED IN THE ABSENCE OF AN EFFECTIVE REGISTRATION
STATEMENT FOR THE SECURITIES UNDER THE SECURITIES ACT OF 1933, AS AMENDED, OR APPLICABLE STATE SECURITIES LAWS, UNLESS SOLD PURSUANT
TO: (1) RULE 144 UNDER THE SECURITIES ACT OF 1933, AS AMENDED, OR (2) AN OPINION OF HOLDER’S COUNSEL, IN A CUSTOMARY
FORM, THAT REGISTRATION IS NOT REQUIRED UNDER SAID ACT OR APPLICABLE STATE SECURITIES LAWS.”


 


The legend set forth above shall be removed and
the Borrower shall issue to the Holder a new certificate therefore free of any transfer legend if (i) the Borrower or its transfer
agent shall have received an opinion of counsel, in form, substance and scope customary for opinions of counsel in comparable transactions,
to the effect that a public sale or transfer of such Common Stock may be made without registration under the Securities Act, which opinion
shall be accepted by the Borrower so that the sale or transfer is effected or (ii) in the case of the Common Stock issuable upon
conversion of this Note, such security is registered for sale by the Holder under an effective registration statement filed under the
Securities Act or otherwise may be sold pursuant to Rule 144 without any restriction as to the number of securities as of a particular
date that can then be immediately sold.


 


1.6          Status
as Shareholder. Upon an Automatic Conversion further to Section 1.1(a) or, in the case of a voluntary conversion
further to Section 1.1(b), upon submission of a Notice of Conversion by a Holder, (i) the shares covered thereby (other
than the shares, if any, which cannot be issued because their issuance would exceed such Holder’s allocated portion of the
Reserved Amount or non-waived Maximum Share Amount) shall be deemed converted into shares of Common Stock and (ii) the
Holder’s rights as a Holder of such converted portion of this Note shall cease and terminate, excepting only the right to
receive certificates for such shares of Common Stock and to any remedies provided herein or otherwise available at law or in equity
to such Holder because of a failure by the Borrower to comply with the terms of this Note. Notwithstanding the foregoing, if a
Holder has not received certificates or transmission of such shares pursuant to Section 1.3(f) for all shares of
Common Stock prior to the tenth (10th) business day after the expiration of the Deadline with respect to a conversion of any portion
of this Note for any reason, then (unless the Holder otherwise elects to retain its status as a holder of Common Stock by so
notifying the Borrower) the Holder shall regain the rights of a Holder of this Note with respect to such unconverted portions of
this Note and the Borrower shall, as soon as practicable, return such unconverted Note to the Holder or, if this Note has not been
surrendered, adjust its records to reflect that such portion of this Note has not been converted. In all cases, the Holder shall
retain all of its rights and remedies (including, without limitation, (i) the right to receive Conversion Default Payments
pursuant to Section 1.3(g) to the extent required thereby for such conversion default and any subsequent conversion
default and (ii) the right to have the Conversion Price with respect to subsequent conversions determined in accordance with Section 1.2)
for the Borrower’s failure to convert this Note.


 






     


     


    

 


ARTICLE II.


CERTAIN COVENANTS


 


2.1          Distributions
on Capital Stock. So long as the Borrower shall have any obligation under this Note, the Borrower shall not without the
Holder’s written consent (a) pay, declare or set apart for such payment, any dividend or other distribution (whether in
cash, property or other securities) on shares of capital stock other than dividends on shares of Common Stock solely in the form of
additional shares of Common Stock or (b) directly or indirectly or through any Subsidiary make any other payment or
distribution in respect of its capital stock except for distributions pursuant to any shareholders’ rights plan which is
approved by a majority of the Borrower’s disinterested directors.


 


2.2          Restriction
on Stock Repurchases. So long as the Borrower shall have any obligation under this Note, the Borrower shall not without the
Holder’s written consent redeem, repurchase or otherwise acquire (whether for cash or in exchange for property or other
securities or otherwise) in any one transaction or series of related transactions any shares of capital stock of the Borrower or any
warrants, rights or options to purchase or acquire any such shares (other than repurchases pursuant to the Borrower’s equity
incentive plans).


 


2.3          Limitation
on Sale Volume. Following conversion of this Note, the shares of Common Stock issuable upon conversion of this Note shall be subject
to that certain volume sale limitation set forth in Section 4.11 of the Purchase Agreement.


 


ARTICLE III.


EVENTS OF DEFAULT


 


The occurrence of any of the following shall each
constitute an “Event of Default”, with no right to notice or the right to cure except as specifically stated:


 


3.1          Failure
to Pay Principal or Interest. The Borrower fails to pay the principal hereof or interest thereon when due on this Note, whether at
the Maturity Date, upon acceleration, or otherwise.


 


3.2          Reserve/Issuance
Failures. The Borrower fails to reserve a sufficient amount of shares of Common Stock as required under the terms of the
Purchase Agreement, fails to issue shares of Common Stock to the Holder (or announces or threatens in writing that it will not honor
its obligation to do so) upon exercise by the Holder of the conversion rights of the Holder in accordance with the terms of any
securities of the Borrower held by the Holder, fails to transfer or cause its transfer agent to transfer (issue) (electronically or
in certificated form) shares of Common Stock issued to the Holder upon conversion of or otherwise pursuant to any securities of the
Borrower held by the Holder as and when required by such securities, the Borrower directs its transfer agent not to transfer or
delays, impairs, and/or hinders its transfer agent in transferring (or issuing) (electronically or in certificated form) shares of
Common Stock to be issued to the Holder upon conversion of or otherwise pursuant to any securities of the Borrower held by the
Holder as and when required by such securities, or fails to remove (or directs its transfer agent not to remove or impairs, delays,
and/or hinders its transfer agent from removing) any restrictive legend (or to withdraw any stop transfer instructions in respect
thereof) on any shares of Common Stock issued to the Holder upon conversion of or otherwise pursuant to any securities of the
Borrower held by the Holder as and when required by such securities (or makes any written announcement, statement or threat that it
does not intend to honor the obligations described in this paragraph) and any such failure shall continue uncured (or any written
announcement, statement or threat not to honor its obligations shall not be rescinded in writing) for two business days after the
Holder shall have delivered an applicable notice of conversion or exercise. It is an obligation of the Borrower to remain current in
its obligations to its transfer agent. It shall be an event of default of this Note, if a conversion of any securities held by the
Holder is delayed, hindered or frustrated due to a balance owed by the Borrower to its transfer agent. If at the option of the
Holder, the Holder advances any funds to the Borrower’s transfer agent in order to process a conversion or exercise (excluding
for the avoidance of doubt, the conversion price which is the Holder’s obligation to pay), such advanced funds shall be paid
by the Borrower to the Holder within five business days, either in cash or as an addition to the balance of this Note, and such
choice of payment method is at the discretion of the Borrower.


 






     


     


    

 


3.3          Breach
of Covenants. The Borrower breaches any covenant or other term or condition contained in this Note or any other documents entered
into between the Borrower and the Holder the breach of which has (or with the passage of time will have) a material adverse effect on
the rights of the Holder with respect to this Note and such breach is not cured within 10 business days of the date of such breach.


 


3.4          Breach
of Representations and Warranties. Any representation or warranty of the Borrower made in this Note or in any agreement, statement
or certificate given in writing pursuant hereto or in connection herewith, or in connection with the Purchase Agreement or any Transaction
Document, shall be false or misleading in any material respect when made and the breach of which has (or with the passage of time will
have) a material adverse effect on the rights of the Holder with respect to this Note.


 


3.5          Receiver
or Trustee. The Borrower or any Subsidiary of the Borrower shall make an assignment for the benefit of creditors, or apply for or
consent to the appointment of a receiver or trustee for it or for a substantial part of its property or business, or such a receiver or
trustee shall otherwise be appointed.


 


3.6          Judgments.
Except as set forth in the Company’s SEC filings, any money judgment, writ or similar process shall be entered or filed
against the Borrower or any Subsidiary of the Borrower or any of their respective property or other assets for more than $500,000,
and shall remain unvacated, unbonded or unstayed for a period of 10 days unless otherwise consented to by the Holder, which consent
will not be unreasonably withheld.




 


3.7          Bankruptcy.
Bankruptcy, insolvency, reorganization or liquidation proceedings or other proceedings, voluntary or involuntary, for relief under any
bankruptcy law or any law for the relief of debtors shall be instituted by or against the Borrower or any Subsidiary of the Borrower and,
in the case of involuntary proceedings, have not been dismissed within 61 days.


 


3.8          Delisting
of Common Stock on the Trading Market. The Borrower shall fail to maintain the listing or quotation of the Common Stock on the Trading
Market (as defined in the Purchase Agreement).


 


3.9          Failure
to Comply with the Exchange Act. The Borrower shall fail to file with the SEC its Annual Reports on Form 10-K or its Quarterly
Reports on Form 10-Q within the proscribed time periods allocated by the Exchange Act , and/or the Borrower shall cease to be subject
to the reporting requirements of the Exchange Act.


 


3.10          Liquidation.
The Borrower commences any dissolution, liquidation, or winding up of Borrower or any substantial portion of its business.


 


3.11          Cessation
of Operations. The Borrower materially ceases operations or Borrower admits it is otherwise generally unable to pay its debts as
such debts become due, provided, however, that any disclosure of the Borrower’s ability to continue as a “going
concern” shall not be an admission that the Borrower cannot pay its debts as they become due.


 


3.12          Financial Statement Restatement. The Borrower restates any financial statements filed by the Borrower with the SEC for any
date or period from two years prior to the Issue Date of this Note and until this Note is no longer outstanding, if the result of such
restatement would, by comparison to the unrestated financial statements, have constituted a
material adverse effect on the business, operations or financial condition of the Borrower; provided, however, that if any restatement
of any financial statements is required to be filed by the Borrower as a result of, or in response to, any new or modified federal or
state statute, law, rule or regulation, including any rules and regulations of the SEC, then such restatement of the Borrower’s
financial statements shall not be an Event of Default.


 






     


     


    

 


3.13          Replacement
of Transfer Agent. In the event that the Borrower replaces its transfer agent, and the Borrower fails to provide within 15 days of
such replacement, a fully executed Irrevocable Transfer Agent Instructions (including but not limited to the provision to irrevocably
reserve shares of Common Stock under Section 4.9 of the Purchase Agreement) signed by the successor transfer agent to Borrower and
the Borrower that reserves 300% of the total amount of shares previously held in reserve for the Borrower’s immediately preceding
transfer agent.


 


3.14          Inside
Information. Any actual transmittal, conveyance, or disclosure by the Borrower or its officers, directors, and/or affiliates of, material
non-public information concerning the Borrower, to the Holder or its successors and assigns, which is not immediately cured by Borrower’s
filing of a Form 8-K pursuant to Regulation FD on that same date.


 


3.15          No
bid. The lowest Trading Price on the Trading Market for the Common Stock is equal to or less than $0.01. “Trading Price”
means, for any security as of any date, the lowest VWAP price on the Trading Market as reported by a reliable reporting service designated
by the Holder (i.e., www.Nasdaq.com) or, if Nasdaq is not the principal trading market for such security, on the principal securities
exchange or trading market where such security is listed or traded or, if the lowest intraday trading price of such security is not available
in any of the foregoing manners, the lowest intraday price of any market makers for such security that are quoted on the OTC Markets.


 


3.16          Prohibition
on Debt and Variable Securities. The Borrower, without written consent of the Holder, enters into any Variable Rate Transaction or
other similar transaction prohibited under Section 4.16 of the Purchase Agreement.


 


REMEDIES UPON
A DEFAULT. UPON THE OCCURRENCE OF ANY EVENT OF DEFAULT SPECIFIED IN SECTION 3.2, UPON WRITTEN DEMAND BY THE HOLDER
THIS NOTE SHALL BECOME IMMEDIATELY DUE AND PAYABLE AND THE BORROWER SHALL PAY TO THE HOLDER, IN FULL SATISFACTION OF ITS OBLIGATIONS
HEREUNDER, AN AMOUNT EQUAL TO THE DEFAULT AMOUNT (AS DEFINED HEREIN). Upon the occurrence of any Event of Default specified in Sections
3.1, 3.3, 3.4, 3.5, 3.6, 3.7, 3.8, 3.9, 3.10, 3.11, 3.12, 3.13 and/or
3.14, solely upon written demand by the Holder, this Note shall become immediately due and payable and the Borrower shall pay to
the Holder, in full satisfaction of its obligations hereunder, an amount equal to (i) 125% (plus an additional 5% per each additional
Event of Default that occurs hereunder) multiplied by the then outstanding entire balance of this Note (including principal and
accrued and unpaid interest) plus (ii) Default Interest from the date of the Event of Default, if any, plus (iii) any
amounts owed to the Holder pursuant to Section 1.3(g) in addition to this Remedies Upon Default section (collectively,
in the aggregate of all of the above, the “Default Amount”), and all other amounts payable hereunder shall immediately
become due and payable, all without demand, presentment or notice, all of which hereby are expressly waived, together with all costs,
including, without limitation, legal fees and expenses, of collection, and the Holder shall be entitled to exercise all other rights and
remedies available at law or in equity.


 


ARTICLE IV.


MISCELLANEOUS


 


4.1          Failure or Indulgence Not Waiver. No failure or delay on the part of the Holder in the exercise of any power, right or privilege
hereunder shall operate as a waiver thereof, nor shall any single or partial exercise of any such power, right or privilege preclude other
or further exercise thereof or of any other right, power or privileges. All rights and remedies existing hereunder are cumulative to,
and not exclusive of, any rights or remedies otherwise available.


 






     


     


    

 


4.2          Notices. All notices, offers, acceptance and any other acts under this Notice (except payment) shall be in writing, and
shall be sufficiently given if delivered to the addressees in person, by e-mail, by FedEx or similar receipted next day delivery, as follows:


 


	If to the Borrower, to:	 
	If to the Company:	Digital Brands Group, Inc.
	 	Email: hil@dstld.la
	 	Attention: John “Hil” Davis, CEO


 


	with a copy to:

                                                                                (which shall not constitute notice)
	Manatt, Phelps & Phillips LLP

                                                                                tpoletti@manatt.com

                                                                                Attention: Thomas J. Poletti




 


	If to Holder:	FirstFire Global Opportunities Fund, LLC

                                                                                1040 First Avenue, Suite 190

                                                                                New York, NY 10022

                                                                                Email: eli@firstfirecapital.com

                                                                                Attention: Eli Fireman, CEO





 


4.3          Amendments.
This Note and any provision hereof may only be amended by an instrument in writing signed by the Borrower and the Holder. The term “Note”
and all reference thereto, as used throughout this instrument, shall mean this instrument as originally executed, or if later amended
or supplemented, then as so amended or supplemented.


 


4.4          Assignability.
This Note shall be binding upon the Borrower and its successors and assigns, and shall inure to be the benefit of the Holder and its
successors and assigns. Notwithstanding anything to the contrary herein, the rights, interests or obligations of the Borrower
hereunder may not be assigned, by operation of law or otherwise, in whole or in part, by the Borrower without the prior signed
written consent of the Holder, which consent may be withheld at the sole discretion of the Holder (any such assignment or transfer
shall be null and void if the Borrower does not obtain the prior signed written consent of the Holder). This Note or any of the
severable rights and obligations inuring to the benefit of or to be performed by Holder hereunder may be assigned by Holder to a
third party, in whole or in part, without the need to obtain the Borrower’s consent thereto. Each transferee of this Note must
be an “accredited investor” (as defined in Rule 501(a) of the Securities Act). Notwithstanding anything in
this Note to the contrary, this Note may be pledged as collateral in connection with a bona fide margin account or other lending
arrangement.


 


4.5          Cost
of Collection. If default is made in the payment of this Note, the Borrower shall pay the Holder hereof costs of collection,
including reasonable attorneys’ fees.


 


4.6          Governing
Law. This Note shall be governed by and interpreted in accordance with the laws of the State of Delaware without regard to the principles
of conflicts of law (whether Delaware or any other jurisdiction).


 


4.7          Arbitration.
Any disputes, claims, or controversies arising out of or relating to this Note, or the transactions, contemplated thereby, or the
breach, termination, enforcement, interpretation or validity thereof, including the determination of the scope or applicability of
this Note to arbitrate, shall be referred to and resolved solely and exclusively by binding arbitration as provided for in the
Purchase Agreement. Either party to this Note may, without waiving any remedy under this Note, seek from any federal or state court
sitting in the State of Delaware any interim or provisional relief that is necessary to protect the rights or property of that
party, pending the establishment of the arbitral tribunal. The costs and expenses of such arbitration shall be paid by and be the
sole responsibility of the Borrower, including but not limited to the Holder’s attorneys’ fees, and each
arbitrator’s fees. The arbitrators’ decision must set forth a reasoned basis for any award of damages or finding of
liability. The arbitrators’ decision and award will be made and delivered as soon as reasonably possible and in any case
within sixty days’ following the conclusion of the arbitration hearing and shall be final and binding on the parties and may
be entered by any court having jurisdiction thereof. Notwithstanding the foregoing, the choice of arbitration shall not limit the
Holder’s exercise of remedies under the Uniform Commercial Code.


 






     


     


    

 


4.8          JURY
TRIAL WAIVER. THE BORROWER AND THE HOLDER HEREBY WAIVE A TRIAL BY JURY IN ANY ACTION, PROCEEDING OR COUNTERCLAIM BROUGHT BY EITHER
OF THE PARTIES HERETO AGAINST THE OTHER IN RESPECT OF ANY MATTER ARISING OUT OF OR IN CONNECTION WITH THIS NOTE.


 


4.9          Certain
Amounts. Whenever pursuant to this Note the Borrower is required to pay an amount in excess of the outstanding Principal Amount (or
the portion thereof required to be paid at that time) plus accrued and unpaid interest plus Default Interest on such interest, the Borrower
and the Holder agree that the actual damages to the Holder from the receipt of cash payment on this Note may be difficult to determine
and the amount to be so paid by the Borrower represents stipulated damages and not a penalty and is intended to compensate the Holder
in part for loss of the opportunity to convert this Note and to earn a return from the sale of shares of Common Stock acquired upon conversion
of this Note at a price in excess of the price paid for such shares pursuant to this Note. The Borrower and the Holder hereby agree that
such amount of stipulated damages is not plainly disproportionate to the possible loss to the Holder from the receipt of a cash payment
without the opportunity to convert this Note into shares of Common Stock.


 


4.10          Remedies.
The Borrower acknowledges that a breach by it of its obligations hereunder will cause irreparable harm to the Holder, by vitiating the
intent and purpose of the transaction contemplated hereby. Accordingly, the Borrower acknowledges that the remedy at law for a breach
of its obligations under this Note will be inadequate and agrees, in the event of a breach or threatened breach by the Borrower of the
provisions of this Note, that the Holder shall be entitled, in addition to all other available remedies at law or in equity, and in addition
to the penalties assessable herein, to an injunction or injunctions restraining, preventing or curing any breach of this Note and to enforce
specifically the terms and provisions thereof, without the necessity of showing economic loss and without any bond or other security being
required.


 


4.11          Section 3(a)(10) Transactions.
If at any time while this Note is outstanding, the Borrower enters into a transaction structured in accordance with, based upon, or related
or pursuant to, in whole or in part, Section 3(a)(10) of the Securities Act (a “3(a)(10) Transaction”),
then a liquidated damages charge of 100% of the outstanding principal balance of this Note at that time, will be assessed and will become
immediately due and payable to the Holder, either in the form of cash payment, an addition to the balance of this Note, or a combination
of both forms of payment, as determined by the Holder. The damages resulting from such a 3(a)(10) Transaction and the potential sale
of shares of the Borrower’s capital stock resulting therefrom into the capital markets are difficult if not impossible to quantify.
Accordingly, the parties acknowledge that the liquidated damages provision contained in this Section 4.11 are justified. The
liquidated damages charge in this Section 4.11 shall be in addition to, and not in substitution of, any of the other rights
of the Holder under this Note.


 


4.12          Usury.
If it shall be found that any interest or other amount deemed interest due hereunder violates the applicable law governing usury,
the applicable rate of interest due hereunder shall automatically be lowered to equal the maximum rate of interest permitted under
applicable law. The Borrower covenants (to the extent that it may lawfully do so) that it shall not at any time insist upon, plead,
or in any manner whatsoever claim or take the benefit or advantage of, any stay, extension or usury law or other law which would
prohibit or forgive the Borrower from paying all or any portion of the principal of or interest on this Note as contemplated herein,
wherever enacted, now or at any time hereafter in force, or which may affect the covenants or the performance of this Note, and the
Borrower (to the extent it may lawfully do so) hereby expressly waives all benefits or advantage of any such law, and covenants that
it will not, by resort to any such law, hinder, delay or impede the execution of any power herein granted to the Holder, but will
suffer and permit the execution of every such as though no such law has been enacted.


 






     


     


    

 


4.13          Repayment.
Notwithstanding anything to the contrary contained in this Note and provided that the shares underlying this Note have been registered
on an effective registration statement with the Securities and Exchange Commission, this Note may be repaid (i) from the Issuance
Date until and through the day that falls on the sixty-day anniversary of the Issue Date (the “60 Day Anniversary”) at an
amount equal to 110% of the aggregate of the outstanding principal balance of the Note and accrued and unpaid interest, (ii) after
the 60 Day Anniversary until and through the day that falls on the ninety-day anniversary of the Issue Date (the “90 Day Anniversary”)
at an amount equal to 115% of the aggregate of the outstanding principal balance of the Note and accrued and unpaid interest and (iii) anytime
after the 90 Day Anniversary, 120% of the aggregate of the outstanding principal balance of the Note and accrued and unpaid interest.
In order to repay this Note in accordance with the preceding sentence, the Borrower shall provide notice to the Holder 5 business days
prior to such respective repayment date, and the Holder must receive such repayment no sooner than 7 business days of the Holder’s
receipt of the respective repayment notice (the “Repayment Period”). The Holder may convert the Note in whole or in
part at any time during the Repayment Period, subject to the terms and conditions of this Note.


 


4.14          Terms
of Future Financings. So long as this Note is outstanding, upon any issuance by the Borrower or any of its Subsidiaries of any Common
Stock Equivalents with any term more favorable to the holder of such security or with a term in favor of the holder of such security that
was not similarly provided to the Holder in this Note, then the Borrower shall notify the Holder of such additional or more favorable
term and such term, at Holder’s option and upon written notice to the Borrower, shall become a part of the transaction documents
with the Holder. The types of terms contained in another security that may be more favorable to the holder of such security include, but
are not limited to, terms addressing conversion discounts, prepayment rate, conversion look back periods, interest rates, original issue
discounts, stock sale price, private placement price per share, and warrant coverage.


 


 ** signature page to follow **




 






     


     


    

 


IN WITNESS WHEREOF, Borrower has caused this Note
to be signed in its name by its duly authorized officer on the Issue Date.


 


DIGITAL BRANDS GROUP, INC.


 


	By:	/s/ John Hilburn Davis IV	 
	Name:	John Hilburn Davis IV	 
	Title:	Chief Executive Officer	 




 






     


     


    

 


EXHIBIT A


TO CONVERTIBLE PROMISSORY-- NOTICE OF CONVERSION


 


The undersigned hereby elects to convert $ _______ amount of this Note
(defined below) into that number of shares of Common Stock to be issued pursuant to the conversion of this Note (“Common Stock”)
as set forth below, of Digital Brands Group, Inc. (the “Borrower”), according to the conditions of the
convertible promissory note of the Borrower dated as of November 16, 2021 (the “Note”), as of the date
written below. No fee will be charged to the Holder for any conversion, except for transfer taxes, if any.


 


Box Checked as to applicable instructions:


 


		 ̈	The Borrower shall electronically transmit the Common Stock
issuable pursuant to this Notice of Conversion to the account of the undersigned or its nominee with DTC through its Deposit Withdrawal
Agent Commission system (“DWAC Transfer”).



 


Name of DTC Prime


Broker: Account Number:


 


		 ̈	The undersigned hereby requests that the Borrower issue a certificate
or certificates for the number of shares of Common Stock set forth below (which numbers are based on the Holder’s calculation attached
hereto) in the name(s) specified immediately below or, if additional space is necessary, on an attachment hereto:



 


[______] 


e-mail:
[______]


 


	Date of Conversion:	                      
	 	 
	Applicable Conversion Price: 	$                    
	 	 
	Number of Shares of Common Stock to be Issued Pursuant to Conversion of this Note:	                      
	 	 
	Amount of Principal Balance Due remaining Under this Note after this conversion:	                      
	 	 




 


[______]


 


	By:	 	 
	Name:	 	 
	Title:	 	 
	Date: