Von Dutch launches new brand Von Dutch Loves.
It will evolve the legacy of the brand beyond fashion and into music, announcing partnerships with Sónar Festival and Brunch Elektronik Festival.
Von Dutch has long been a symbol of rebellion and self-expression, and this summer, the brand is evolving with the launch of ‘Von Dutch Loves’. Sitting alongside the core Von Dutch brand, the new venture will celebrate music, nightlife and underground culture through exclusive drops, festival partnerships, artist collaborations, community-driven events and more. By expanding into the entertainment world, Von Dutch solidifies its status as a true lifestyle brand – one that goes beyond fashion to foster a community and movement, staying true to its roots while embracing new generations.
Serving as a fully formulated fashion label and community platform with music at its core, Von Dutch Loves builds on the brand’s legacy, honoring its influential subcultures while reimagining Von Dutch’s iconic cool, edgy, and rebellious spirit. Through strategic partnerships, the brand spans artist collaborations, festival activations, and artistic projects that will engage directly with music audiences around the world.
“Whether it’s a pop-up at a music festival, a collaboration with an iconic club, or creative project with a DJ we admire – Von Dutch Loves is our playground to create, connect, and celebrate the culture and communities that inspire us.”
says Jack Cheika, CEO of WSG Brands.
The brand will debut at some of Europe’s most influential music festivals and events this summer, starting with a major partnership at Sónar Festival, Barcelona’s leading festival for electronic music and digital culture featuring 2025 performers such as Peggy Gou, Vintage Culture, Skrillex, Bicep, and Mochakk, making it the perfect stage for Von Dutch Loves’ launch. The brand will also collaborate with the Brunch Electronik Festival in Barcelona and will host its own stage. The festival features top artists including Nina Kraviz, The Martinez Brothers, Marco Carola, Jungle and many more.
Through these activations and partnerships, Von Dutch Loves will curate exclusive brand moments, bringing together renowned DJs, artists, and cultural innovators to create high-energy and unrivalled experiences across festivals, concerts, and underground pop-ups.
“Von Dutch Loves is the perfect blend of honoring 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.” continues CEO Cheika.
The first wave of exclusive drops, global partnerships, and curated events will be announced in the coming months.
Follow @vondutchloves now and sign up at www.vondutchloves.com to keep up to date with all announcements as well as access to exclusive merch drops, event tickets and more.
