The Return of a Cult Classic
The iconic Von Dutch trucker hat from the ’90s is making a comeback.
This accessory, famously worn by celebrities like Paris Hilton, Britney Spears, and Lindsay Lohan, is once again gaining popularity, with more stars embracing this Y2K style.
Reality star and cosmetics mogul Kylie Jenner featured a bubblegum pink Von Dutch hat on the cover of Elle’s November issue.
Kendall Jenner has also sported a similar hat, while Bella Hadid was recently seen with a Von Dutch bowling bag.
A Trend Resurfaces
The rising trend isn’t limited to just Hollywood. Von Dutch mentions on social media have skyrocketed by nearly 13,000% over the past year, according to Business of Fashion, backed by Trendalytics data.
Additionally, searches for “Von Dutch” and “trucker hat” on Depop have surged by 40% and 90%, respectively, since early 2024.
A Blast from the Past
Those who grew up in the ’90s will fondly recall the trucker hats worn by celebrities and influencers during their peak, generating over $33 million in annual sales by 2003, just four years after the brand’s launch.
Named after Kenneth Robert Howard, a renowned motorcycle mechanic nicknamed Von Dutch for his stubbornness, the brand was later popularized by designer Christian Audigier.
However, Hilton noted in a 2021 documentary, “The Curse of Von Dutch,” that the hat’s widespread popularity led it to lose its appeal among elite circles, prompting her to part ways with her collection.
Cultural Resurgence
Recently, Charli XCX’s performance at Boiler Room in Brooklyn saw fans donning $90 Von Dutch hats, inspired by her song “Von Dutch” from her album “Brat.” Following its release, Google searches for the brand jumped 400%.
The appeal of Von Dutch has expanded, with TikTok influencers showcasing their extensive collections, while younger generations discover the hats for the first time.
With the resurgence of Y2K fashion trends, Von Dutch caps reflect a broader cultural movement, harnessing nostalgia while attracting new fans, as noted by COO Marc Benitez.
