Von Dutch is launching a new brand aimed at Gen Z. Known for their Y2K aesthetic (and Charli XCX tribute track), Von Dutch is launching a new brand extension called Von Dutch Loves in hopes of keeping things “fresh and relevant” for young consumers. The new brand will make its big debut with a 50-piece collection at Barcelona’s Sònar Festival, featuring everything Gen Z-loved from baggy acid washed jeans to colorful cow-print hats. Jack Cheika, CEO of Von Dutch’s parent company, says the new brand is their “playground to connect and celebrate the culture and communities that inspire us,” citing other fun, connective experiences like collaborating with an iconic club or a DJ. With YPulse data showing 83% of 13-39-year-olds want brands to engage with consumers through pop-up and event experiences, this new launch hits the sweet spot. (Sourcing Journal)
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