Von Dutch Unveils a New Era, Tuned to Music Trends

Von Dutch, the fashion label under WSG (White Space Group), is launching ‘Von Dutch Loves’, a brand inspired by music, nightlife, and underground culture.

Von Dutch Loves was established to extend the brand’s legacy beyond fashion into music, celebrating the art form through exclusive drops, festival partnerships, artist collaborations, and community-driven events.

The fashion line announced its new venture, which will be a comprehensive fashion label and community platform centred around music. The brand aims to build on its legacy by celebrating the subcultures that shaped its identity, while reinventing the iconic cool, edgy, and rebellious spirit that defined Von Dutch.

According to Jack Cheika, chief executive of WSG Brands, Von Dutch Loves serves as a dynamic space for creation and collaboration, be it through festival pop-ups, partnerships with iconic clubs, or creative projects with admired DJs, all in celebration of the cultural communities that fuel the brand’s vision.

Infused with youthful energy, Von Dutch Loves reinterprets the brand’s rebellious spirit through a collection of graphic hoodies, T-shirts, football jerseys, sweatpants, shorts, and its iconic trucker hats.

Von Dutch Introduces ‘Von Dutch Loves’ Youthful, Bold, Unapologetic

This summer, Von Dutch Loves will launch at Europe’s premier music festivals, including a standout partnership at Barcelona’s Sónar Festival and a collaboration with Brunch Electronik Festival. At the same time, US activations are expected to be announced soon.

As part of its debut, Von Dutch Loves will forge strategic partnerships, featuring artist collaborations and immersive projects that resonate with music audiences worldwide.

In addition, Von Dutch Loves is set to deliver exclusive festival merchandise, high-profile collaborations with top artists and DJs, and immersive experiences—from VIP lounges and chill-out zones to curated pop-up spaces designed to create electrifying, unmatched events.

Cheika emphasised that Von Dutch Loves strikes a balance between honouring the brand’s heritage and embracing the future, extending beyond fashion to uplift artistic voices and cultivate collaboration among today’s artists, creators, and tastemakers.

At the end of April, Von Dutch hosted an electrifying two-day takeover in Coachella Valley. The Von Dutch Ranch, a tribute to the brand’s blend of classic Americana and rebellious spirit, featured live performances from Bailey Zimmerman and DJ sets by Brandi Cyrus, Politik, and Randy Sav, culminating in the launch of its latest collection.

Von Dutch Loves isn’t just a brand but a movement. From festival stages to underground venues, it pulses with the rebellious energy that shaped Von Dutch’s legacy. As it carves a fresh path into music, nightlife, and culture, this evolution signals a new era where style and sound collide.

With exclusive collaborations, high-energy events, and immersive experiences on the horizon, Von Dutch Loves is redefining what it means to merge fashion and music. Whether it’s a pop-up at a major festival, a DJ-backed creative project, or curated drops that channel raw artistic expression, this brand thrives on pushing boundaries and amplifying voices.

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