The Flying Eyeball of Y2K Fashion

Von Dutch is an iconic American fashion brand known for its stylish attire and rustic charm. Established in 1999 and currently operating globally, Von Dutch is particularly renowned for their fashionable trucker caps which have become must-haves among bikers in North America and celebrities alike.

The label takes its inspiration from an American motorcycle mechanic Kenneth Howard, commonly known by his moniker of “Von Dutch”, who became famed for pinstriping decorations on both cars and bikes. Howard’s signature pinstriping style provided the basis of many designs produced by this label; these hats combine elements from both biker culture and vintage fashion in one distinctive yet cool style that stands out.

“The Curse of Von Dutch,” an Hulu docuseries set to premiere Nov. 18 and detailing one of Y2K’s most desirable brands, will explore its turbulent past and rise from obscurity into being an essential piece of ’90s style. Paris Hilton and Britney Spears both favor Von Dutch casual wear as evidenced by its widespread appeal during that period.

Michael Cassel, an outlaw serving four years for cocaine-related crimes, and Bobby Vaughn, an accomplished professional surfer and former world martial arts champion, launched Von Dutch clothing line during the early 1990s. They took inspiration for its name from Kenneth Howard – known for his iconic pinstriping art on vehicles – who was famous for motorcycle mechanic and artist work.

Howard’s daughters approved of his fashion line and it quickly gained popularity among rebellious teenagers seeking to express themselves through what they wore. Trucker hats were especially fashionable during this era of velvet tracksuits and low-slung jeans being widely worn.

As demand for their hats grew, Cassel and Vaughn looked for private investors to fund the expansion. Tonny Sorensen was their key investor – an Olympian and Taekwondo champion from Denmark who invested $1 Million to become 51% owner of their company. Sharing their vision of creating “hot rod culture with really hard denim”, Sorensen brought Christian Audigier as an advisor in order to increase sales.

But the partnership would prove short-lived; after 10 years of success, the label’s growth began to slow and its founders argued openly among themselves resulting in missteps that sent it spiraling downwards in 2003. Overexposure led to overexposure; an internal dispute escalated into full-blown feud triggered further decline.