Can Macy’s be brat?
A new partnership with Charli XCX-approved Von Dutch will put the brand to the test.
On Tuesday, Macy’s will unveil an exclusive holiday collection with the Y2K brand that has landed back in the pop culture zeitgeist thanks in part to the British pop star’s club hit, “Von Dutch,” on her seven-time Grammy Award nominated “Brat” album.
Offering baggy jeans, a cropped denim jacket, denim miniskirts, tees and more, the women’s collection boldly places Von Dutch’s iconic logo across the fronts and backs of garments.
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The capsule collection will be available through Macy’s retail stores and online channels. Select location in New York and New Jersey, including Herald Square, Roosevelt Field, Queens Center, Cross County, and Garden State Plaza, will offer customization opportunities and other in-store activations. These events will also include exclusive gifts with purchase like Von Dutch patches.
The holiday collection sets the stage for an extended partnership between Von Dutch and Macy’s, culminating in a full spring collection launch in 2025 that will also include men’s styles. Shoppers can expect events, exclusive drops and an immersive shopping experience that “embodies Von Dutch’s rebellious spirit.”
“The Macy’s exclusive collection is strategically priced to align with the accessible luxury segment, ensuring it offers both quality and value. Our goal is to meet the demand for premium streetwear at a range that appeals to a broad yet style-conscious audience,” said Marc Benitez, COO of WSG Brands.
WSG Brands acquired Von Dutch in July. The brand was previously owned by Groupe Royer and its subsidiary Royer Brands International.
Having a foot in Macy’s doors makes Von Dutch more accessible to a broader audience. The partnership is only the beginning of Von Dutch’s ambitious plans for 2025, however.
As part of an ongoing evolution, Von Dutch, which gained a cult-like following with young Hollywood in the 2000s, recently launched a new global e-commerce platform making it easier for new and longtime fans to shop. Additionally, the brand is planning to launch The Vault, a members-only shopping experience featuring limited-edition drops and customizable pieces.
“Our core pieces continue to be highly sought after—think iconic trucker caps, bold graphic tees, and high-quality denim that has become synonymous with Von Dutch’s brand identity,” Benitez told Rivet. “Recently, we’ve seen a strong surge in demand for elevated basics and versatile styles, especially as more consumers are embracing a casual-meets-luxury aesthetic.
Denim will continue to play a large role in Von Dutch’s revival.
“Denim is not only a foundational element of our Macy’s collaboration but also a core part of Von Dutch’s DNA,” Benitez said. “For 2025, we’re positioning denim as a centerpiece in our collections—celebrating its versatility and timeless appeal. In the Macy’s collection, denim pieces are crafted to reflect both functionality and our unique style edge, bringing a refreshed take on classic designs. Von Dutch denim isn’t just about the look; it’s about embodying an attitude and lifestyle that resonates with our fans.”
