Kenny "Von Dutch" Howard passed away in In , the Laguna Museum of Art held a "Kustom Kulture" show, which allowed more of Von Dutch's work to be appreciated by the general public. Three years later, his daughters Lisa and Lorna decided to sell the rights to his name and imagery to Michael Cassel.
He was making surf clothing at the time, but after making the purchase, he established the company Von Dutch Originals.
In , the company opened its own store on Melrose Avenue in Los Angeles, and the brand took off. The Von Dutch brand became uncool following the trucker hat explosion in the '00s. But all of a sudden, in the s, they made a comeback. It seemed to begin when, over the course of a single weekend in , Kylie Jenner endorsed Von Dutch three times on Instagram and Snapchat.
Around the same time, Von Dutch was opening up a new store in Los Angeles. Thanks to Kylie setting the trend, many people were willing to give Von Dutch another chance. Christian Audigier was making a name for himself as Von Dutch's main designer — so much so that he wanted the company to change its name to "Von Dutch by Christian Audigier.
And just like Von Dutch before it, Ed Hardy also took off in popularity perhaps most memorably worn by reality star Jon Gosselin. As Ed Hardy took off, Von Dutch dropped off.
However, Ed Hardy eventually faded away as well. Audigier died in at age But he didn't get rich off of it. In an interview , he said,. I make a point of staying right at the edge of poverty. I don't have a pair of pants without a hole in them, and the only pair of boots I have are on my feet. The most special was the "flying eye". It was an inspiration from the Macedonian and Egyptian cultures of approximately 5, years ago.
An image that wanted to convey "the eye of heaven knows everything and sees everything". He ended up modifying the design to make it what it is today. His belief in reincarnation led him to symbolize with the drawing that "all past lives are watching what you do in the present. In all the Von Dutch cap models we see representations of the life of this American legend: the eye that sees everything, worn caps representing his day to day with leaky pants, motorcycles and the world of racing, his birthplace and drawings representing death.
Von Dutch caps have an original and attractive touch that makes them a highly valued brand in the world for their wide variety of designs, color and textures games and historical representations of the life of Mr. There are a lot of things we can play around with — the signature, the iconic flying-eye logo and the pin-striping.
Rather than dwelling on the uncomfortable history which countless other brands have had to contend with or sweep under the rug, from fashion to cars and more , Von Dutch is hoping to build on its more recent one, in the bedazzled early Aughts, when the late designer Christian Audigier was the architect of its peculiar brand of greaser excess.
Goldman first joined the brand as a consultant two years ago. He pulled back all wholesale, and spent six months buying back goods from Amazon and off-price retailers in preparation to reposition Von Dutch. To feature the premium offerings, Goldman is planning a Paris boutique, in addition to reopening the Melrose Avenue location in L.
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