Von Dutch just surprised the rave community with its biggest move yet. Launching Von Dutch Loves right in the heart of Europe’s music scene. This summer, Barcelona’s Sónar and Brunch Elektronik Festivals will both feature Von Dutch activations. It brings together music lovers, DJs, and fashion fans under one rebellious banner. At Brunch Elektronik, Von Dutch will go even bigger by hosting its own stage. This puts the brand front and center at one of the city’s most anticipated music gatherings. The brand speaks directly into the heart of a thriving and untapped global electronic music culture.
Fashion’s Next Battleground Is the Rave Scene
While luxury brands fight for attention in sports, gaming, and pop music; electronic music remains surprisingly untouched by lifestyle labels. Von Dutch recognizes the gap and now, it takes a bold step into the rave community that’s global, loyal, and deeply rooted in underground culture. Rave culture is massive, yet few brands have dared to build authentic relationships with this audience. Von Dutch arrives at the perfect moment, stepping into an untapped lifestyle market full of energy, influence, and creative potential. This strategy positions Von Dutch as one of the first legacy brands to build a long-term presence in the live electronic music economy, where fashion, nightlife, and community collide.
Rave to Retail: A Music-First Move For Von Dutch
Von Dutch Loves marks a new era for the brand, pushing beyond fashion into rave and cultural experiences. This new identity builds on Von Dutch’s rebellious history but expands it into music, nightlife, and creative collaboration. Von Dutch Loves will focus on exclusive merch drops, DJ partnerships, and pop-up events to connect with fans deeper. “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. This mission kicks off in Barcelona, where Von Dutch takes its first official steps into music culture this summer.
Barcelona’s Festival Season Welcomes Von Dutch
The campaign begins at Sónar Festival, one of the world’s leading electronic music and digital art events. This year’s lineup includes Peggy Gou, Skrillex, Vintage Culture, Bicep, and Mochakk. Sónar provides the perfect launchpad for Von Dutch Loves to connect with a global community of artists, fans, and innovators. The momentum continues at Brunch Elektronik, where Von Dutch goes even bigger by hosting its own stage. Brunch Elektronik’s stacked lineup includes Nina Kraviz, The Martinez Brothers, Marco Carola, and Jungle. Von Dutch’s presence at these festivals signals a bold new chapter for the brand.
“Von Dutch Loves is the perfect blend of honoring our legacy and riding the next wave,” adds Cheika. “We expand beyond fashion to amplify artistic voices and foster creative collaboration for today’s artists, creators, and tastemakers.”
This is only the beginning for Von Dutch’s new lifestyle platform. More festival partnerships, exclusive merchandise, and pop-up activations are expected in the coming months. Fans can follow @vondutchloves on Instagram or sign up at www.vondutchloves.com for early access to merch drops, event tickets, and the latest updates. With Von Dutch Loves, the brand proves it is not following trends—it’s traversing untapped markets.
