Gen Z is giving this Y2K accessory a surprising comeback, thanks to trendsetters like Kylie Jenner and Bella Hadid
This cult classic cap from the ’90s is back.The Von Dutch trucker hat — most notably sported by multi-hyphenate style icon Paris Hilton, pop star Britney Spears and actress Lindsay Lohan — is decidedly revived as more celebrities adopt the Y2K accessory.Makeup mogul and reality TV star Kylie Jenner sports a bubblegum pink Von Dutch hat on the cover of Elle for the magazine’s November issue.Her sister, Kendall Jenner, also previously wore a similar Von Dutch hat, and Bella Hadid has been spotted carrying the brand’s bowling bag.The trend, however, has a ripple effect beyond Tinseltown.On social media, Von Dutch mentions have soared near a whopping 13,000% throughout the last year, according to Business of Fashion, which cited data from Trendalytics.
Additionally, Depop searchers for “Von Dutch” and “trucker hat” have increased 40% and 90%, respectively, since the beginning of 2024.Content creators on TikTok boast their towering collections of Von Dutch trucker hats, while other clips show Gen Zers who didn’t grow up with the brand discover the “cute” caps.This year, when hyperpop star Charli xcx played her Boiler Room set in Brooklyn, fans arrived in droves, some sporting the $90 Von Dutch hats — an ode to a track off the singer’s hit album “Brat,” the song aptly titled “Von Dutch.”On the day the song was released back in February as a single, searches for Von Dutch skyrocketed 400%, according to Google Trends data published by Women’s Wear Daily.“Charli xcx’s song ‘Von Dutch’ has been a game-changer during such an important time of our brand evolution.
Her bold and rebellious energy— and empowering ‘Brat Summer’ movement — perfectly encapsulates what Von Dutch stands for,” Marc Benitez, COO of White Space Group Brands, told WWD.“Her influence has bridged the gap between our loyal fans and a whole new audience discovering us for the first time.”Kids of the ’90s will remember the heyday of Von Dutch-b...