Von Dutch is tapping into the zeitgeist with a new Gen Z–focused brand.
On Wednesday, the Y2K staple announced the launch of a new brand extension called Von Dutch Loves. Aimed at celebrating music, nightlife and underground culture, Von Dutch Loves will feature exclusive drops, festival partnerships, artist collaborations, community-driven events and more, the company noted.
“Von Dutch has always stood for rebellion, self-expression and unapologetic style—that energy defined the early 2000s, and it’s what continues to resonate today,” said Jack Cheika, CEO of WSG Brands, parent company of Von Dutch. “With the launch of Von Dutch Loves, we’re honoring that legacy while expanding into today’s global music scene, working directly with DJs, artists and cultural events to keep things fresh and relevant.”
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Von Dutch Loves’ debut collection features over 50 pieces, including relaxed-fit acid-washed jeans, hoodies, T-shirts, shorts and hats—all adorned with the brand’s logo on the front or back.
In support of the collection, the brand will make its big debut at Barcelona’s leading festival for electronic music and digital culture, Sónar Festival. The brand will also collaborate with Brunch Electronik Festival in Barcelona, along with festivals in Madrid and Ibiza (still to be announced).
Select pieces from Von Dutch Loves are being exclusively gifted at Sónar and Brunch Electronik as part of its artist and VIP campaign. However, the brand plans to release additional styles at vondutchloves.com later this summer, with early access available to those who sign up for presale.
“Whether it’s a pop-up at a music festival, a collaboration with an iconic club, or creative project with a DJ we admire—Von Dutch Loves is our playground to create, connect and celebrate the culture and communities that inspire us,” Cheika told SJ Denim.
