Von Dutch’s comeback

Tik tok captivating many over lockdown has had an explosive impact on fashion, as this fast pace social platform has created an expressive, experimental space for people to create trends and reminisce over the nostalgia of old ones. 

it’s no surprise that nautys trends are making a bold statement this year with von Dutch and ed hardy breaking ‘y2k’ tik tok as their trucker hats, bell bottoms and studded graphic tees being dubbed vintage must- haves. 

After Kenny Howards death his daughters chose to sell the name Von Dutch to Michael Cassel and Robert Vaughn who in 1999 founded the clothing company inspired by the founding father of the ‘Kustom Kulture’.

In the early 2000s the brand was known exclusively in the motorcyclist scene, given the inspiration, but in 2003 came the global explosion. With credit to the Hollywood stars who fell in love: they were worn by big Y2K icons such as Britney Spears, Nicole Richie and Tara Reid, Paris Hilton and her sister showed off anything branded Von Dutch; Ashton Kutcher, Justin Timberlake, Gwen Stefani, Halle Berry and even Madonna often wore one.

After disappearing for a while 2012 is when the brand started to resurface in a unexpected way, Kylie Jenner started a resurrection by posting on Instagram wearing a two piece Von Dutch co-ord. who better than the reality star to boost the rebirth of the brand? She also involved her partner Travis scott – as he was seen to be wearing a Von Dutch cap during the 2018 MTV ceremony.

After this sighting the hats have been sold out everywhere, easily becoming a modern staple from the Dutch collection. This throwback brand has been catapulted back into mainstream media and is now expected to be covered in a three part Hulu series,  The series is said to feature  chronicles the true story behind the rise and fall of the iconic 2000s fashion brand.