Do you still remember the '90s classic cap? Well, it is slowly making a come back.
The colorful Von Dutch trucker hat, which was made famous by multi-hyphenate style icon Paris Hilton, pop star Britney Spears and actress Lindsay Lohan, is decidedly revived as more celebrities adopt the Y2K accessory.
Makeup mogul and the Kardashian reality TV star Kylie Jenner sports a bubblegum pink Von Dutch hat on the cover of Elle for the magazine’s November issue.
Her sister, Kendall Jenner, also previously wore a similar Von Dutch hat, and Bella Hadid has been spotted carrying the brand’s bowling bag.
The trend, however, has a ripple effect beyond Tinseltown.
On social media, Von Dutch mentions have soared near a whopping 13,000 percent throughout the last year, according to Business of Fashion, which cited data from Trendalytics.
Additionally, Depop searchers for "Von Dutch" and "trucker hat" have increased 40 percent and 90 percent, respectively, since the beginning of 2024.
The brand was named after Kenneth Robert Howard, a famous motorcycle mechanic, painter and detailer who earned his nickname because he was "as stubborn as a Dutchman."
His daughters licensed the Von Dutch name, which was eventually used by French fashion designer Christian Audigier.
But the glory didn’t last long.
"You saw it everywhere. It used to be cool people wearing it, then all of a sudden this cheesy, random crowd started wearing it," Hilton said during a 2021 Hulu documentary "The Curse of Von Dutch: A Brand to Die For."
"I remember one day I looked in my closet and I had so much Von Dutch, and I just couldn’t look at it anymore. I got rid of everything."
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