Von Dutch is taking another step toward becoming a full-scale lifestyle brand with its latest move.
On Tuesday, the Y2K brand exclusively revealed to WWD that it is expanding into the food, beverage and hospitality space with the launch of Von Dutch F&B.
“Von Dutch has always been more than just a fashion brand; it’s a symbol of bold individuality, rebellion and creative expression. Expanding into food and beverage was a natural next step in bringing that lifestyle to life in a more tangible…way,” said Jack Cheika, chief executive officer of Von Dutch and WSG Brands. “This move allows us to deepen our emotional connection with consumers by meeting them in new moments.”
The first launch under Von Dutch F&B will be a line of organic, plant-based mocktails and functional sodas, created in partnership with beverage incubator Flavor House. The initial rollout will also include a range of alcoholic offerings, including vodka, tequila, beer and spiked seltzers.
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Following the debut of the mocktails and spirits, the brand will introduce Von Dutch Water, a “premium hydration line that aims to reintroduce the brand to a new generation across convenience stores, bars, restaurants and music festivals,” according to Cheika.
To deliver a fully immersive brand experience, Von Dutch F&B will also unveil a series of Von Dutch Cafés.
These “vibrant” café lounge hybrids are set to open in New York and Los Angeles within the next 12 months which, according to Cheika, will transition from daytime coffee and snack spots to evening destinations offering mocktails, cocktails and live entertainment. The venues will combine wellness-driven snacks, branded beverages and immersive Von Dutch culture in “one cohesive setting.”
“Although we’re currently finalizing our roll-out strategy, the vision is intentionally expansive,” Cheika said. “You’ll start to see Von Dutch F&B products across a mix of specialty retailers, mass and convenience channels, as well as in nightclubs, restaurants and hospitality destinations that align with the brand’s cultural energy.”
While plans were already underway to revitalize Von Dutch and branch out with new ventures — like Von Dutch F&B and Von Dutch Loves, a Gen Z–focused platform celebrating music, nightlife and underground culture that launched two months ago — Cheika noted that British avant-pop and electronic star Charli XCX played a key role in pushing the brand back into the zeitgeist.
“Charli XCX [whose sixth studio album, ‘Brat’, features a track titled ‘Von Dutch’] was one of many cultural catalysts that have impacted our return to fashion, but the foundation for this revitalization was already in motion,” Cheika said. “Our vision has always been to evolve Von Dutch beyond apparel into something that resonates with today’s consumer across fashion, music, nightlife, wellness and more. Charli XCX’s track undeniably reignited Gen Z’s interest and gave us added momentum, but it aligned perfectly with what we were already building: A brand that honors its rebellious roots while actively shaping culture today.”
