May 16, 2025
Von Dutch Loves, the new fashion brand Von Dutch, owned by WSG, is focused on music and nightlife.
Von Dutch Loves was created to “evolve legacy beyond fashion into music” and will celebrate music and the core Von Dutch Brand through exclusive drops, collaborations with artists, festivals, and community events.
Von Dutch stated that the new brand will be a “fully formed fashion label and community-based platform with music as its core,” building on the brand’s legacy by honouring its influential subcultures “while reimagining Von Dutch’s iconic coolness, edginess, and rebellious Spirit.”
Jack Cheika said, “Whether it is a pop up at a festival, a collaborative project with an iconic nightclub, or a creative project with a Dj we admire, Von Dutch Loves will be our playground to connect, create and celebrate the cultures and communities that inspires us.”
Von Dutch Loves offers a youthful twist on the rebellious aesthetics of the core Von Dutch Brand with graphic hoodies and T-shirts as well as football jerseys, sweatpants, shorts and the iconic trucker hats.
Von Dutch launches Von Dutch Loves to offer a youthful rebellion.
Von Dutch Loves will debut at some of Europe’s most influential festivals and events in the summer. This includes a partnership with Sonar Festival—Barcelona’s premier festival for electronic music, digital culture, and other forms of music—and a collaboration at Brunch Electronik Festival. US activations are expected to be announced shortly.
Artist collaborations and artistic initiatives that “engage directly with the music audience around the globe” will be included in the other strategic partnerships for the brand’s launch.
Von Dutch Loves promises exclusive festival merchandise, collaborations with top artists and DJs, and immersive events such as VIP lounges and chill-out zones.
Cheika said: “Von Dutch Loves represents the perfect balance between honouring our heritage and riding the wave of the future, expanding beyond fashion and fostering creative collaboration among today’s creators, tastemakers, and artists.”
Von Dutch hosted a two-day takeover at the Coachella Valley in April. Von Dutch Ranch was created to showcase Von Dutch’s signature blend of classic Americana with a rebellious spirit. It featured performances by country star Bailey Zimmerman, DJ sets from Brandi Cyrus, Politik, and Randy Sav, and the unveiling of its latest collection.
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