Von Dutch expands into music culture with new venture ‘Von Dutch Loves’
Rebellious fashion brand Von Dutch has announced the launch of a new initiative aimed at bridging fashion, music and culture. Von Dutch Loves marks the brand's evolution from a streetwear icon into a lifestyle movement that will be built around community, creativity and counter-cultural influence.
Debuting this summer, Von Dutch Loves will partner with leading European electronic music festivals including Sónar Festival and Brunch Electronik in Barcelona. The initiative will include exclusive merchandise, collaborative events with artists and DJs and curated festival activations.
At Sónar, Von Dutch Loves will appear alongside artists such as Peggy Gou, Skrillex and Bicep, while Brunch Electronik’s lineup includes Nina Kraviz, The Martinez Brothers, and Jungle, with Von Dutch set to host its own branded stage.
According to Von Dutch parent company WSG CEO Jack Cheika, the platform aims to “create, connect, and celebrate the culture and communities that inspire us” while positioning Von Dutch Loves as a hub for a freeform musical expression. She adds that "Von Dutch Loves is the perfect blend of honouring our legacy and riding the next wave, expanding beyond fashion to amplify artistic voices and foster creative collaboration for today’s artists, creators, and tastemakers."
In addition to live activations, the project will offer limited-edition drops, immersive pop-ups and support for both emerging and established talent. Further global collaborations and releases are expected to be announced in the coming months, all while seeking to retain Von Dutch’s rebellious image and engaging a new generation through music, art and nightlife.
To stay in the loop, sign up at www.vondutchloves.com
