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Von Dutch Launches Music-First Label 'Von Dutch Loves' with Sónar and Brunch Electronik Takeovers
The iconic fashion brand embraces electronic music culture with the launch of Von Dutch Loves
Long associated with rebellion and self-expression, Von Dutch is stepping into a new era — one defined by music, nightlife, and cultural connection. This summer, the brand introduces Von Dutch Loves, a bold new initiative that expands its legacy beyond fashion and into the heart of the global electronic music scene.
Kicking off with official partnerships at two of Europe’s most influential events — Sónar Festival and Brunch Electronik Festival in Barcelona — Von Dutch Loves promises exclusive drops, artist collaborations, curated experiences, and community-driven moments that bring fashion and sound together.
“Whether it’s a pop-up at a music festival, a collaboration with an iconic club, or a creative project with a DJ we admire — Von Dutch Loves is our playground to create, connect, and celebrate the culture and communities that inspire us,”
says Jack Cheika, CEO of WSG Brands.
From Streetwear Legacy to Cultural Movement
Far more than a fashion capsule, Von Dutch Loves positions itself as a creative platform and lifestyle experience, paying tribute to the subcultures that shaped the brand while embracing the voices of a new generation. With music at its core, the initiative blends artistic collaborations, immersive activations, and an unmistakable edge rooted in Von Dutch's rebellious DNA.
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A Summer Debut on Iconic Stages
The project’s live debut takes place at Sónar Festival 2025, Barcelona’s trailblazing celebration of electronic music and digital culture. With a stacked lineup featuring Peggy Gou, Skrillex, Bicep, Vintage Culture, and Mochakk, it sets the perfect stage for Von Dutch Loves to make its entrance.
Shortly after, the brand will also take part in Brunch Electronik Festival, one of Barcelona’s most beloved open-air events. Here, Von Dutch will host its own stage, with a lineup including Nina Kraviz, The Martinez Brothers, Marco Carola, and Jungle, further deepening its connection with cutting-edge music and community.
Creating Cultural Moments
Through these partnerships and beyond, Von Dutch Loves aims to build a space where DJs, artists, and creators converge. Expect high-energy experiences, underground pop-ups, and limited-edition releases — all infused with the brand’s signature cool and bold aesthetic.
“Von Dutch Loves is the perfect blend of honoring our legacy and riding the next wave. We’re amplifying artistic voices and fostering collaboration in a way that resonates with today’s creators and tastemakers,”
adds Cheika.
The first wave of exclusive drops, international collaborations, and event announcements is coming soon.
Stay tuned and sign up at www.vondutchloves.com — or follow @vondutchloves on Instagram — to access early merch, event tickets, and updates as the movement unfolds.