Dust off your old trucker hats — Von Dutch is back.
The brand name should create instant flashbacks for those who remember its brief but memorable ascent to the top of the pop fashion zeitgeist in the early to mid 2000s. But now revived as a licensed property, Von Dutch is hoping nostalgic consumers will embrace its venture into CPG, as vaguely outlined in a press release issued Tuesday.
The Von Dutch brand, acquired by New Jersey-based WSG Brands in 2024, will launch into beverage with “organic, plant-based mocktails and healthy sodas” created in partnership with California-based Flavor House and released through a new venture called Von Dutch F&B.
Per the release, the company will also launch vodka, tequila, beer, spiked seltzers and other liquor products; that’s due to be followed by Von Dutch Water, a “premium hydration product” that will be aimed at music festivals, as well as other outlets.
Mock-up images provided with the release showcase a ready-to-drink hard soda (4.5% ABV) in a one-pint can in various colors. Copy on the back of the can references the brand’s history (“A Legendary Y2K Delicious”) though the front of the can notes it was “Est. 2023.” Other mock up images show a “supreme vodka,” a “mushroom vodka” and a kava tonic in glass bottles.
“We’re building more than a food brand — we’re creating a whole empire,” said Joe Wallace, CEO of Von Dutch F&B, in a statement. “Von Dutch will be about entertainment, hospitality, wellness, authenticity and bringing in new energy.”
“This partnership marks a powerful step forward for Von Dutch as a cultural force,” said Jack Cheika, CEO of WSG. “Joe brings not only the entrepreneurial fire, but the values and velocity to translate this brand into entirely new verticals.”
Von Dutch’s ambitions extend beyond CPG: the release notes the brand will launch a “vibrant cafe-lounge hybrid” concept in New York and Los Angeles within the next 12 months.
According to a release, “these dynamic spaces will evolve from daytime coffee and snack hubs into after-hours destinations with mocktails, cocktails, and live entertainment. They bring together wellness-driven snacks, branded beverages and immersive brand culture.”
Von Dutch’s dramatic rise and fall in the early 2000s have been well-chronicled in the media, though many still remember the brand for its signature trucker hats (in pink camo, if you’re Paris Hilton) and retro hot-rod aesthetic. But it has also enjoyed a pop culture resurgence as of late, thanks in part to TikTok and Charli XCX.
WSG acquired the brand from Groupe Royer and its subsidiary Royer Brands International (RBI) in June 2024. The fashion company operates through a licensing model across 25 regional partners in the U.S., Europe, Asia and South America.
WSG specializes in “acquiring and managing a diverse portfolio of iconic and well-known brands” and is committed to “preserving brand legacy while driving innovation,” according to a release.
Wallace pitched the company, billed as Von Dutch Spirits, on an episode of pitch competition show Go Fund Yourself! on Cheddar earlier this year. In his pitch, Wallace notes that the company plans to launch in California and is “in talks” with Southern Glazer’s Wine & Spirits regarding potential distribution.
This isn’t Von Dutch’s first-ever step into beverage, though; the fashion brand previously launched a co-branded energy drink with Rockstar.