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With a New Owner, Von Dutch Plots a Comeback

The Y2K-favourite has been acquired by brand management firm WSG, which hopes to turn the brand’s recent spurt of relevance online into sales of trucker hats and tees.
Von Dutch has a new owner.
Von Dutch has a new owner. (Von Dutch)

The Y2K resurgence isn’t over yet. At least, that’s what Von Dutch’s new owners hope.

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BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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