Von Dutch is making its boldest move yet—by diving headfirst into the electronic music scene. This summer, the iconic fashion label launches Von Dutch Loves, a fresh lifestyle initiative aimed at uniting music lovers, ravers, DJs, and fashion enthusiasts. The campaign kicks off with major activations at Sónar Festival and Brunch Elektronik in Barcelona, two of Europe’s most celebrated electronic music events.
At Brunch Elektronik, Von Dutch takes center stage—literally—by hosting its own branded stage. This strategic presence cements the brand’s commitment to building authentic connections within the global rave and electronic music community.
Fashion Meets the Dance Floor: A New Direction for Von Dutch
In a world where luxury brands chase exposure through sports, gaming, and mainstream music, Von Dutch is betting on rave culture—a space still largely untapped by lifestyle and fashion labels. The brand’s entry into this vibrant scene signals a unique opportunity to engage with a global, underground audience that is both loyal and influential.
“Von Dutch Loves” isn’t just a campaign—it’s a declaration. The brand is aligning itself with the energy, freedom, and creativity of live electronic music culture. This move positions Von Dutch as one of the first legacy fashion brands to invest in the long-term potential of the rave economy, where community, nightlife, and self-expression collide.
From Catwalk to Club: Von Dutch’s Music-First Evolution
With Von Dutch Loves, the brand pivots from pure fashion to immersive cultural engagement. Drawing on its rebellious roots, this new platform introduces a multi-dimensional approach to branding—centered around exclusive merchandise, DJ collaborations, and pop-up events that speak directly to the hearts of music fans.
“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, which owns Von Dutch.
Launching in Barcelona, this platform is designed to foster genuine relationships between the brand and the underground music scene, bridging the gap between rave culture and retail.
Sónar and Brunch Elektronik: A High-Energy Launchpad
The first stop on the Von Dutch Loves journey is Sónar Festival, renowned worldwide for its fusion of electronic music and digital art. The 2025 lineup includes powerhouses like Peggy Gou, Skrillex, Vintage Culture, Bicep, and Mochakk, providing an ideal stage for Von Dutch to make a statement.
Following Sónar, the brand elevates its presence at Brunch Elektronik, hosting a dedicated Von Dutch stage. This festival, known for its massive open-air parties, features heavyweights like Nina Kraviz, The Martinez Brothers, Marco Carola, and Jungle.
These events are more than appearances—they mark the start of a new chapter for Von Dutch as it evolves from fashion icon to cultural innovator.
The Future of Von Dutch Loves: More Than Just Merch
This is only the beginning. In the coming months, fans can expect additional festival partnerships, limited-edition merchandise drops, and creative collaborations with emerging and established artists alike.
“Von Dutch Loves is the perfect blend of honoring our legacy and riding the next wave,” adds Cheika. “We’re expanding beyond fashion to amplify artistic voices and inspire new forms of collaboration.”