It was only a matter of time before the resurgence of early-Aughts style wound its way back to VonDutchLLC.
It was only a matter of time before the resurgence of early-Aughts style wound its way back to Von Dutch, the L.A.-based, working class anti-fashion fashion brand that gave the world logo trucker hats and gas station attendant shirts, worn by Hollywood royalty Paris Hilton, Ashton Kutcher, Britney Spears, Justin Timberlake and many more.
And his beliefs haven’t stopped the name from trending in young Hollywood a second time, now with the help of social media celebrities. Megan Thee Stallion accepted her MTV Award while wearing a Von Dutch hat; Cardi B, Travis Scott, Lil Uzi Vert, Shareef O’Neal and TikTokker Chase Hudson have all worn the hats, and Zoey Deutch posted on Instagram about her love of the brand.
After Howard’s death, his daughters sold the Von Dutch name to two business entrepreneurs who began selling logo T-shirts and denim, but Audigier made Von Dutch an international name, joining in 2002 and departing just two years later due to internal struggles that eventually led to a legal battle. In 2009, the worldwide trademarks were purchased by Royer Brands International, a Luxembourg entity led by chief executive officer Olivier Mercier, and part of the French based Groupe Royer .
“We’re taking it to a place where luxury meets street culture,” he said of his vision, which involves a 80/20 d-to-consumer/wholesale split, and selling to top-tier independent stores. To feature the premium offerings, Goldman is planning a Paris boutique, in addition to reopening the Melrose Avenue location in L.A., which was damaged during this summer’s Black Lives Matter protests.
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