This iconic classic hat from the 90’s is back.
The Von Dutch trucker hat — notably worn by multi-hyphenate style icon Paris Hilton, pop star Britney Spears, and actress Lindsay Lohan — has certainly been revived as more celebrities are adopting the Y2K accessory.
Makeup mogul and reality TV star Kylie Jenner wearing a bubblegum pink Von Dutch hat cover of Eli For the November issue of the magazine.
Her sister Kendall Jenner previously wore a similar Von Dutch hat, and Bella Hadid has been spotted carrying a bowling bag from the brand.
However, this trend has implications beyond Tinseltown.
According to Business of Fashion, citing data from Trendlytics, mentions of Von Dutch on social media have increased by close to 13,000% over the past year.
Additionally, Depop searches for “von Dutch” and “trucker hat” have increased by 40% and 90% respectively since the beginning of 2024.
deja von dutch
’90s kids will remember the heyday of Von Dutch-branded gear — especially the trucker hats, which were worn by pop princesses and Hollywood hotshots alike. In 2003, only four years after the brand was launched, the company achieved annual sales of over $33 million, business towards fashion,
The brand was named after Kenneth Robert Howard, a renowned motorcycle mechanic, painter and detailer who earned his nickname for being “stubborn like a Dutchman”.
His daughters licensed the name Von Dutch, which was eventually used by French fashion designer Christian Audigier.
But this glory could not last long.
“You saw it everywhere. “There used to be nice people wearing it, then suddenly this sleazy, disorganized crowd started wearing it,” Hilton said during the 2021 Hulu documentary “The Curse of Von Dutch: A Brand to Die For.”
“I remember one day I looked in my wardrobe and I had a lot of Von Dutch, and I couldn’t look at it anymore. I got rid of everything.”
Then, this year, when hyperpop star Charli XCX played her Boiler Room set in Brooklyn, Fans arrived in large numberssome sports $90 Von Dutch Hats – An ode to a track from the singer’s hit album “Brat”, the song is aptly titled “Von Dutch”.
According to Google Trends data, searches for Von Dutch increased 400% on the day the song was released as a single in February. Published by Women’s Wear Daily,
“Charli XCX’s song ‘Von Dutch’ has been a game-changer during such a crucial time in our brand evolution. Their bold and rebellious energy – and empowerment’brat summer“The movement perfectly encapsulates what Von Dutch is for,” Mark Benitez, COO of White Space Group Brands, told WWD.
“Their influence has bridged the gap between our loyal fans and new audiences discovering us for the first time.”
‘Cultural Relevance’
Suddenly, content creators on TikTok Claim their huge collection of Von Dutch trucker hats, while other clips feature Gen Zers who didn’t grow up with the brand Find “cute” hats,
Like anything in fashion, it comes as it comes – and 20 years after its peak, Von Dutch is back, partly thanks to Y2K resurgence Marked by the revival of jelly shoes, Ed Hardy, navel rings And flip the phone,
The brand’s “cultural relevance,” Benitez told Business of Fashion, compels apparel to be here to stay, especially with “the Y2K movement of brands and what they represent to the younger generation, all the stars are aligned.”
“Now you have an opportunity to take advantage of who remembers it from the early 2000s, and deliver it to younger consumers who are interested in that time frame,” Benitez said.
