WSG Brands Plans Global and Sustainable Future for Von Dutch

Von Dutch, the Hollywood fashion brand behind the early aughts trucker hat craze, has a new owner.

WSG Brands, a newly formed brand management firm, announced this week the acquisition of Von Dutch. The brand was previously owned by Groupe Royer and its subsidiary Royer Brands International.

With the acquisition, WSG Brands aims to reignite “the flames of Von Dutch’s rebellious spirit and inspiring a new generation to embrace their individuality with pride,” the company stated.

Under its new ownership, Von Dutch will be headed by WSG CEO Jack Cheika and Marc Benitez, WSG COO. The company said it plans to build on the pop culture brand’s global recognition, noting that Von Dutch boasts a “significant international presence” in the U.S., Europe, Indonesia, Korea, Brazil, Argentina, Australia, and New Zealand.

Starting with a U.S-centric vision, WSG Brands said it plans to prioritize brand integrity and sustainability for Von Dutch while staying true to the authenticity and heritage for bold fashion and accessories. In addition to its signature hats, the brand currently offers tracksuits, hoodies, sports jerseys, puffer jackets and more.

“We are excited to channel Von Dutch’s storied legacy, led for several years by Groupe Royer and now by WSG, into innovative designs that resonate with today’s fashion-forward consumers. Our vision is to make Von Dutch not just a brand, but a movement that celebrates individuality and bold expression globally,” Jack Cheika, WSG CEO, and Marc Benitez, WSG COO, said in a joint statement.

Von Dutch was founded in 1999. Under the creative direction of Christian Audigier, the French designer that also helped popularize Ed Hardy, Von Dutch became a staple of young Hollywood during the 2000s, worn by Paris Hilton, Ashton Kutcher and Gwen Stefani.

WSG Brands, which owns women’s fashion brands Vintage Havana and Surf Gypsy, specializes in managing and preserving the legacy of well-known brands. It provides brands with marketing, design and licensing support.

“Only WSG Brands had both the cultural understanding of Von Dutch and the ambition and resources mix required to further deploy the brand going forward,” said Jacques Royer, executive chairman of Groupe Royer.

Olivier Mercier, managing director of RBI Sàrl, added, “We are delighted to see this legendary American name, to which we imbued a touch of French fashion, land in the right hands.”