The fashion world is seeing a blast from the past, and Gen Z is at the heart of it. Reviving an iconic Y2K accessory, trendsetters like Kylie Jenner and Bella Hadid are breathing new life into the once-cult favorite Von Dutch trucker hat. This piece from the late ’90s and early 2000s, a staple for pop stars and Hollywood celebrities, has made a surprising comeback.
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A Y2K Accessory Revival, Thanks to Celebrities
The Von Dutch trucker hat was a style sensation in its heyday, famously worn by style icons like Paris Hilton, Britney Spears, and Lindsay Lohan. Recently, this nostalgic piece has returned to the spotlight, with more celebrities embracing the retro trend. Kylie Jenner appeared on the cover of Elle Magazine sporting a bubblegum pink Von Dutch cap for its November issue, signaling a clear endorsement of the trend.
Jenner’s sister, Kendall Jenner, has also been seen rocking a similar hat, and supermodel Bella Hadid has taken the trend a step further by carrying Von Dutch-branded accessories like their bowling bag. Their influence has paved the way for the trucker hat to return as a must-have item in 2024.
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The Numbers Don’t Lie—Von Dutch Is Trending
The revival is more than just celebrity-driven—it’s a social media sensation. According to data from Trendalytics, mentions of Von Dutch have surged nearly 13,000% over the past year. Likewise, popular resale site Depop reported a significant rise in searches for “Von Dutch” and “trucker hat,” with search queries increasing by 40% and 90%, respectively, since early 2024.
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From the Early 2000s to Now: Why Von Dutch Was So Iconic
For those who lived through the early 2000s, the resurgence of Von Dutch is more than just a fashion comeback—it’s a nostalgic moment. The brand, created by French designer Christian Audigier and named after motorcycle enthusiast Kenneth Robert Howard (who earned the nickname “Von Dutch”), saw its peak in 2003 with over $33 million in annual sales. At that time, Von Dutch trucker hats were a cultural phenomenon, sported by Hollywood elites and pop stars alike.
However, as Paris Hilton candidly noted in the 2021 Hulu documentary The Curse of Von Dutch: A Brand to Die For, the brand eventually lost its allure when it became overly mainstream. Hilton revealed that after seeing the hats on everyone, she could no longer appreciate the trend she helped popularize. But in 2024, that sentiment has shifted.
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Charli XCX and the New Wave of Von Dutch
The turning point in this renewed interest came earlier this year when hyperpop artist Charli XCX donned a Von Dutch hat during her Boiler Room performance in Brooklyn. Fans, taking inspiration from the pop star, arrived in droves, proudly sporting their $90 trucker hats. Charli XCX even released a single titled “Von Dutch” in February, which sparked a 400% spike in searches for the brand according to Google Trends.
Marc Benitez, COO of White Space Group Brands, credited Charli’s influence as pivotal during this critical phase of Von Dutch’s brand evolution. He praised her bold and rebellious persona for resonating with both long-time fans and a younger audience. Benitez stated, “Charli XCX’s song ‘Von Dutch’ has been a game-changer, bridging the gap between our loyal fans and new followers.”
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Von Dutch’s Cultural Relevance to a New Generation
The resurgence of Von Dutch isn’t just about celebrities and pop culture references—it’s part of a larger Y2K movement. Other nostalgic pieces like jelly shoes, Ed Hardy t-shirts, belly button rings, and flip phones are also making their way back into the spotlight. Benitez emphasized to Business of Fashion that the “cultural relevance” of Von Dutch is rooted in the Y2K revival, and that alignment with this trend gives the brand staying power.
The Future of Von Dutch in 2024
As Benitez pointed out, the brand’s revival offers a unique opportunity to reconnect with those who fondly remember Von Dutch from its early days while introducing it to a new generation of fashion enthusiasts. TikTok creators are showing off their growing collections of Von Dutch hats, while young fashion fans explore the brand’s nostalgic appeal.
In fashion, trends often come full circle, and it seems the Von Dutch trucker hat is poised to stick around. With Gen Z embracing the brand and influential figures paving the way, it’s clear that Von Dutch is experiencing a well-deserved second act in 2024.
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