Von Dutch Interview : Behind the Brand

While some kustom car enthusiasts maintain that the line is disrespectful to the original Von Dutch, Caroline Rothwell, the company's Vice President of Marketing, believes the controversy gives the line an edge. "Von Dutch, the brand, is very organic, in that it actually comes from a true, untouched history," she says. "Many other clothing companies just don't have history to authenticate their brand name."

Soon after opening its first store in 2000 on Melrose Avenue in Los Angeles, Sorensen hired designer Christian Audigier, famous for his work with apparel companies such as Diesel and American Eagle Outfitters. Focusing more on fashion, Audigier added hoodies and jeans to the line which are rapidly becoming a hit - the company's sales revenues for 2003 reached $33 million. And although you may think they bring home the bacon with profits from those trucker hats, Sorensen revealed that the company does more sales volume in jeans, which cost $145 to $320 (US).

The future for Von Dutch seems to be limitless. The unofficial princess of white-trash glam, Anna Nicole Smith, has signed a development deal with the company--just one of the many promotional plans that they've set their sights set on. Fashion fanatics can also expect to see cosmetics and haute couture lines in the upcoming months, as well as an onslaught of celebrity involvement.

"A year and a half ago, we didn't realize how much celebrities were going to do for us in terms of media exposure and brand awareness," says Rothwell. She explains that Von Dutch consumers can expect a "high-level product placement and celebrity involvement, focused more on the complete brand" for the second half of 2004.

Like any juicy item of interest, the controversy surrounding Von Dutch the artist and the company bearing his name continues to propel the business into the spotlight. The company's marketing team has its work cut out for them, having only tapped into a small percentage of the brand's potential. "We have laid the seeds for the brand strategy, fashion merchandising, new business and licensing development," explains Roswell. "I think it's going to take at least six to 12 months for us to reach the world on the level that we did with the trucker hat." Sorensen, however, has adapted a more laid-back approach to keeping the brand in the spotlight. "Every day that I wake up it is different," he says. "So I plan on waking up in the morning."

Quick Questions:

New Faces Magazine: What attracted you to designing for Von Dutch?
Christian Audigier, designer: The name- the power of the name.

What kind of woman do you design the Von Dutch women's line for?
The women with a sense of freedom and style and independent mind.

Do you have a muse? A celebrity you think of when designing particular items?
I have worldwide muses, the list is too long! From celebrities like Anna Nicole Smith to Halle Berry. But always, my wife.

How do you keep on top of the trends?
We make the trends.

What plans do you have for future designs and products?
Launch the cosmetics line, and haute couture and a new deal with Anna Nicole Smith. Also an eyewear line.

What is your favorite Von Dutch item?
The hat.

New Faces Magazine: How did you get involved with Von Dutch?
Tonny Sorensen, CEO: By accident. I originally wanted to do a film about Von Dutch the man.

What are you planning for the future of Von Dutch to keep the brand In the spotlight?
Every day that I wake up it is different. So I plan on waking up in the morning.

What is your favorite Von Dutch item?
The "silver buckle".

When do you wear Von Dutch?
Just about every day.

How has working at Von Dutch changed your life?
I'm much busier!

Why do you think celebrities love Von Dutch so much?
Do they?