Well, I made my own presentation of the collection and tried to replicate your problem, and I noticed that subviews ignores all UIlabels , but if you add, for example, UIImageView, then in the subviews of this array there will be this question had a similar problem, but the solution they they were provided, did not work for me.
As a workaround, you could associate your labels as an IBOutlet with the prototype of your DataItemCollectionViewCell cell, I know this is far from clean, but if you are really desperate, you can try this.
On the other hand, I am using Xcode Version 6.1 (6A1052d), so maybe they have changed something in UILabel in this new version.
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