With a new Gen Z-focused platform and a high-profile DJ collaboration, Von Dutch is on a mission to reinsert itself into the zeitgeist.
Last month the famed Y2K brand unveiled Von Dutch Loves, a new cultural platform aimed at cementing its presence where fashion meets music, according to Jack Cheika, chief executive officer of Von Dutch and WSG Brands.
As part of its initiative to regain cultural relevance, the brand has unveiled a partnership with Brazilian DJ and producer Vintage Culture, launching an exclusive capsule collection and naming him a global ambassador.
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“Being the global [ambassador] for Von Dutch Loves is a massive [honor] and a milestone for me. Personally, it’s a dream come true to partner with a brand that has such a rich legacy,” Vintage Culture told WWD. “Professionally, this collaboration [was] a chance to expand my creative boundaries and connect with my audience on a deeper level. And getting to spearhead the project as the first collaborator and I guess help set the tone for the brand is really special, too.”
Through this collaboration, Von Dutch Loves and Vintage Culture will debut an exclusive 10-piece capsule collection featuring festival-ready staples like graphic T-shirts for men and crop tops for women.
In a nod to the brand’s early-2000s aesthetic, the line — which officially drops June 16 — includes trucker hats, a Von Dutch staple.
“I think [the collection] aligns perfectly with who I am, both as an artist and an individual. My journey in music has always been about pushing boundaries and creating something unique that mattered and was important to me,” Vintage Culture said. “I [believe] Von Dutch represents the same kind of fearless creativity that I connect with. This collaboration gave me the chance to channel that shared energy into a collection that not only reflects my personality but celebrates it.”
The collaboration was developed in partnership between Vintage Culture and the Von Dutch design team, with the 31-year-old artist “deeply involved in the creative process,” Cheika noted.
In fact, Cheika added that the capsule reflects Vintage Culture’s “personal taste and global sensibility, shaped by his influence as a cultural curator in the music world.” Handcrafted elements — like custom embroidery, hand-drawn graphics and distressed finishes — were incorporated to bring his vision to life.
Since the launch of Von Dutch Loves, the brand has unveiled several initiatives to deepen its ties to music and youth culture, including becoming an official sponsor of Sónar, the Barcelona-based music festival taking place June 12 to 14. As part of the partnership, Vintage Culture will close out the festival with a headline set, sporting pieces from his exclusive collaboration with Von Dutch Loves on stage.
“Getting to close the festival on the SonarClub stage in front of tens of thousands of people is already an [honor],” Vintage Culture said. “To combine that with showcasing my collaboration with Von Dutch Loves just takes it to the next level. It’s the perfect moment to bring this project to life and share it with fans from around the globe.”