How Charli XCX's 'Brat' Brought About the Von Dutch Renaissance: A Y2K Comeback

Y2K nostalgia is flourishing and thriving, significantly influenced by the unstoppable Charli XCX. The iconic Y2K brand Von Dutch, celebrated for its trucker hats and tees, is slowly making its way back into the fashion scene, aided by Charli's viral song “Von Dutch.”

On February 29, the 32-year-old British avant-pop and electronic sensation released “Von Dutch,” the lead single from her eagerly awaited sixth studio album, “Brat.” Produced by Easyfun, this grungy track has already amassed nearly 80 million streams on Spotify, while its music video, directed by Torso, has captured over 9 million views. Beyond serving up a catchy summer anthem, Charli XCX has sparked a significant fashion revival for the American brand Von Dutch. On the day the song dropped, searches for the brand surged by over 400 percent, according to Google Trends analytics.

From Charli XCX's Boiler Room Set. Courtesy of Boiler Room

“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, shared with Women's Wear Daily. “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.”

During Von Dutch’s heyday, seen through the lens of celebrity culture, socialites like Paris Hilton and Lindsay Lohan were often spotted leaving nightclubs adorned in Von Dutch hats, flaunting their black bra straps with an effortless “lethally cool and free” vibe. Amanda Marzolf, partner and co-head of the beauty, fashion and lifestyle department at Underscore Talent, explained to WWD that this unabashed confidence resonates deeply with today’s Gen Z.

Image via New York Post

“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 noted. “[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 resurgence, Von Dutch is undergoing a significant rebranding. Shortly after returning to the spotlight, the iconic brand was acquired by New York-based brand management firm, WSG Brands on July 10. Von dutch was previously owned by French footwear company Groupe Royer, the terms of the acquisition were not disclosed.

With this new ownership, industry veterans Jack Cheika and Marc Benitez—WSG’s CEO and COO—will guide Von Dutch into its next chapter. The acquisition will refresh the brand’s creative direction, ensuring it connects with both its loyal fans and new audiences. By fall 2024, Von Dutch plans to relaunch its e-commerce platform as the main hub for consumers, showcasing this new creative vision and expanding into key regions such as Asia, the Middle East, and North America, as Benitez noted.

Additionally, Von Dutch will collaborate with influencers and rising stars that embody the brand’s “bold spirit,” making its products more accessible 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 stated. “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.”

The resurgence of Von Dutch can be attributed not only to Charli XCX but also to the power of celebrity influence in fashion.

Recently, Beyoncé’s highly anticipated country album “Cowboy Carter” 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.

Image: Instagram/ @beyonce

Additionally, searches for “denim vest” globally spiked by 105 percent compared to the last five years following the buzz surrounding Beyoncé’s double denim look.

To replicate this momentum, Marzolf suggests that brands should “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 advised. “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.”

Interest in the Y2K aesthetic has surged, with Google Trends analytics revealing a spike in searches for brands that thrived during this era: Over the last 12 months, searches for Von Dutch increased by 41% year-over-year, while Ed Hardy saw a 130% boost, and Stussy’s searches rose by 14%. On TikTok, Von Dutch has garnered 18 million mentions, Ed Hardy has 20 million, and Stussy has an impressive 48 million.

Thanks to Charli XCX’s popular “Brat” album, Von Dutch is experiencing a significant boost. The first single, “Von Dutch,” was released on February 29 and has accumulated over 74 million streams globally, according to Spotify. The track was also remixed to feature TikTok influencer Addison Rae, who boasts 88 million followers on the platform. Charli teased the song earlier this year, sharing a preview on TikTok with the caption, “I’m bored here’s the new song :).”

The brand’s new owners are eager to leverage Von Dutch’s current moment in the zeitgeist and its early 2000s popularity to drive sales, particularly in the U.S. To achieve this, Marc Benitez, COO of WSG Brands, stated that the company is actively hiring a new brand director and revamping its e-commerce site.

Von Dutch’s history has been marked by rapid growth followed by decline. The brand became a cultural phenomenon in the early 2000s, largely due to the influence of French designer Christian Audigier, who propelled the brand’s growth before departing in 2004 to launch Ed Hardy. Other setbacks include the closure of Von Dutch’s Melrose Avenue store during the pandemic.

Image: AP

“We intend for this brand to have staying power,” Benitez emphasized. “We’re not focused on a specific time-sensitive movement, but we’re capitalizing on that time-sensitive opportunity.”