How Charli XCX Brought Back Y2K’s Beloved Brand, Von Dutch

Y2K nostalgia is alive and thriving, thanks in no small part to Charli XCX.

On Feb. 29, the 32-year-old British avant-pop and electronic superstar released “Von Dutch,” the lead single from her highly anticipated sixth studio album “Brat.” Produced by Easyfun, the grungy track has already racked up almost 80 million streams on Spotify, while its music video, directed by Torso, has garnered 7 million views.

Beyond delivering a catchy summer anthem, Charli XCX has also sparked a fashion revival for American brand Von Dutch. In fact, on the day of the song’s release, searches for the brand increased by more than 400 percent, according to Google Trends analytics.

“Charli XCX’s song ‘Von Dutch’ has been a game-changer during such an important time of our brand evolution. Her bold and rebellious energy—and empowering ‘Brat Summer’ movement—perfectly encapsulates what Von Dutch stands for,” Marc Benitez, chief operating officer at Von Dutch, told WWD. “Her influence has bridged the gap between our loyal fans and a whole new audience discovering us for the first time. We’re honored to be part of this cultural resurgence where people are not just wearing our clothes, but embodying the true spirit of Von Dutch. We couldn’t be more excited for Charli XCX, as well as this dynamic chapter in our journey.”

In the heyday of Von Dutch, at least through the paparazzied lens of celebrity, socialites like Paris Hilton and Lindsay Lohan were stumbling out of clubs with a Von Dutch hat and their black bra strap showing, looking “lethally cool and free,” Amanda Marzolf, partner and co-head of the beauty, fashion and lifestyle department at Underscore Talent, told WWD, adding that there was a “shamelessness to it that mesmerized the pre-social media world.”

“You can feel the same significance with ‘Brat’ right now, especially for Gen Z women in a nearly kindred way. The nostalgic urge to let it all go and let your bra strap show,” Marzolf said. “[And] this resurgence feels right on time. Last summer was the year of Barbie, this time around it’s the rise of ‘Brat’. Women are empowered and the way to capitalize is to lean into key moments surrounding badass women like Charli XCX—women who embody the same unique fearlessness. Engage with music festivals and sustain by letting new and fresh creators make content inherently true to who they are.”

Riding the wave of its recent viral resurgence, Von Dutch is undergoing a major rebranding.

Shortly after reemerging into the spotlight, the iconic brand was acquired by WSG Brands. With the new ownership, industry veterans Jack Cheika and Marc Benitez—WSG’s CEO and COO—will steer Von Dutch into its next chapter. Through the acquisition, WSG will help refresh the brand’s creative direction to make sure it connects with both its loyal fans and new audiences.

By fall 2024, Von Dutch will be relaunching its e-commerce platform to become the main hub for its consumers, showcasing this new creative vision and better servicing our growing community, in addition to expanding into key regions like Asia, the Middle East, and North America, Benitez noted.

Von Dutch will also be teaming up with influencers and rising stars that capture the brand’s “bold spirit” while making its products more available through new retail partnerships and collaborations.

“Under the leadership of WSG Brands, Von Dutch is committed to preserving its legacy while driving innovation and expanding its reach. We are deeply focused on inclusivity, diversity and sustainability, ensuring that every Von Dutch piece remains true to its heritage,” Benitez said. “We’re excited about the journey ahead with Von Dutch and redefining it for today’s audience. With our upcoming relaunch and new collaborations, we’re making sure the brand remains true to its roots while evolving with the times. We’re excited to reveal more in the coming months.”

While Von Dutch has experienced a notable surge in sales and searches since Charli XCX’s song, other celebrities have also sparked fashion revolutions.

A recent example is Beyoncé’s highly anticipated country album “Cowboy Carter,” which ignited immediate fashion trends earlier this year. After Beyoncé’s Instagram post promoting the album, searches for “flared jeans” surged to an all-time high worldwide in March, according to Dalston Mill Fabrics, a U.K. fabric retailer.

The company reported a 372 percent increase in searches for these jeans. Additionally, searches for “denim vest” globally spiked by 105 percent compared to the last five years following the buzz around Beyoncé’s double denim look.

To mimic this effect, Marzolf suggests that brands “heavily lean into culture” to forge deeper connections with consumers, harnessing the power of celebrity endorsements to stay relevant and resonate with evolving cultural trends.

“Start conversations with talent chosen for partnerships earlier and ask them what is trending from their POV rather than providing a brief that is too extensive and lacking in flexibility,” she said. “Also, tap into niche creators and their highly engaged audiences rather than broad heavy hitters that may be over-leveraged in the brand space. Brands should aim for fresh, diverse voices across various categories, especially female artists and athletes.”

Source: WWD, Google Trends, Dalston Mill Fabrics