Von Dutch, That Iconic Noughties Brand, Makes Its Comeback
Puma taps on the resurgence of the American label for a collaboration.
By IMRAN JALAL,
The revival of noughties fashion has come full circle it seems. After bra tops, denim skirts, cargo pants, and bootcut jeans, – essentially anything that's in vogue during the era of Britney and Justin and Speidi – the latest fashion phenomenon from that decade to make a comeback is Von Dutch.
The American label was best known for its trucker caps and logo-emblazoned graphic tees, which were worn as a badge of honour among Hollywood celebs like Gwen Stefani, Britney, Ashton Kutcher, et al. But it was Paris Hilton, who made the brand's caps a quintessential trademark of 2000s fashion.
Alas, Hilton has moved on from the look. She told Who What Wear: “I would never wear a Von Dutch hat again even though I, like, wore them, like, every single day before. That’s, like, something I would not wear. I love low-rise jeans still and short jean skirts.”
While the heiress has moved on from her VD-wearing days, a new generation of style stars weaned on the nostalgia for Y2K pop culture has spurred the revival of the fashion label which has reopened its store in Melrose Avenue two years ago. Among the new breed of stars spotted in the brand's merch are the Jenner sisters, Saweetie and Jordyn Woods.
Puma is the latest name to be hooked on the Von Dutch resurgence. The brand has launched its Puma X Von Dutch collaboration ($59 - $189) that is now retailing at www.puma.com, Puma stores and Limited Edt. The collection comprises merchandise emblazoned with the brand's logo and designs with plaid, graphic T-shirts, and sweats.
As for the iconic headgear? The outing features trucker caps with the iconic Von Dutch logo and patches and every Gen Z must-have today – the bucket hat.