No 2000s style revival would truly be complete without a major comeback from Von Dutch, the brand that managed to make trucker hats a coveted fashion item.
With its instantly recognizable logo, bowler bags, baby tees and those aforementioned snapbacks, the label dominated the wardrobes of mid-aughts A-listers like Paris Hilton, Dennis Rodman, Ashton Kutcher, Gwen Stefani and Britney Spears.
Ed Goldman, Von Dutch's general manager, credits the brand's most recent explosion onto the fashion scene with the strategic choice to relocate its offices from Corona, California to the heart of L.A. There have also been changes to how the company is run: In 2019, Von Dutch decided to operate corporately, instead of through a licensee structure, allowing it to bring control over the brand's distribution and creative direction back in-house.
"It's happening in a very fast and furious way," Goldman adds. "It's a very unique phenomenon...I've never seen such a curiosity and love for what once was this pop culture phenomenon, but it's back for so many odd reasons and they're all good." Trend forecaster Louise Stuart Trainor agrees with Goldman's assessment of the appeal of this brand for a new generation. "One of the easiest ways to set yourself apart from the mainstream is to rediscover something cool from another era," she says of Gen Z's renewed interest in the label. "Enough time has passed to make Von Dutch intriguing to a younger generation.
Trainor concurs: "It's all about creating something relevant, and leveling with consumers. Information is accessible, and young consumers in particular cannot be marketed to in any way that seems fraudulent or seeks to trick them...Revamped brands need to not take themselves too seriously."
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