Von Dutch

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Von Dutch is an American fashion brand named after Kenny “Von Dutch” Howard, a famous pinstriper and artist from the car culture scene. After Howard died in 1992, his daughters let Ed Boswell produce items with the Von Dutch logo. In 1996 the rights were sold to Mike Cassell and Robert Vaughn, who launched Von Dutch Originals. French designer Christian Audigier helped push the brand into the spotlight in the early 2000s, especially with trucker hats.

Ownership and rise: In 2009 the brand was bought by Groupe Royer, and in 2024 White Space Group (WSG) acquired the global rights. Von Dutch became popular in the United States and among celebrities, with famous fans like Paris Hilton, Britney Spears, Justin Timberlake, and Beyoncé. The brand’s peak came in 2003, when sales reached about $33 million, with Audigier guiding the design.

Challenges and changes: By the late 2000s the brand faced over-saturation and counterfeiting. In 2004 a letter revealing racist views associated with Howard hurt the brand, and Audigier left in 2007. The brand changed hands again when Royer bought it in 2009.

Comeback and present: The brand began to revive around 2016, helped by Kylie Jenner wearing Von Dutch items. Since 2019 new leadership has connected with hip-hop artists, and in 2021 a line with Young Thug was released. In 2024 Charli XCX released a song titled “Von Dutch.” As of 2021, Earl Pickens was the executive director of design. Von Dutch products include shirts, jackets, hats, jeans, bags, eyewear, watches, and belts, sold in the United States and many other regions worldwide.