Early-aughts fashion nostalgia is getting the documentary spotlight it deserves. On Thursday, Hulu announced that its upcoming Von Dutch docuseries is set to arrive later this year. Three 60-minute episodes will explore the brand’s cult following among the celebrity set, as well as its downfall through the 2000s.
Von Dutch’s origins date back to Kenny Howard, who went by the nickname “Von Dutch” and was an influential artist and pinstriper throughout the 1950s Kustom Kulture movement. (The brand’s history with Howard is both complicated and controversial, as well: he often professed his admiration for Hitler.)
Upon Howard’s death, his daughters sold the name to Michael Cassel and Robert Vaughn in 1992, and it eventually became an early-aughts “It” brand among stylish celebrities like the Hilton sisters, Britney Spears, and Gwen Stefani. Today, its nostalgic appeal has captured the attention of Gen Z, and Von Dutch has been slowly making its way back into the fashion zeitgeist across TikTok and Instagram. Kylie Jenner, Megan Thee Stallion, Emma Chamberlain, and more have been spotted on social media wearing the famous logo.
The brand is now cashing in on its comeback, too. In 2020, Von Dutch launched a premium denim line and brought back some retro styles from its archive, and is expanding its accessories offerings and into new categories, including activewear.
Von Dutch joins Hulu’s growing portfolio of documentaries, including Fyre Fraud and Soleil Moon Frye’s Kid 90. The streaming platform also recently picked up The Rise and Fall of Victoria's Secret, which covers the lingerie brand's troubled 40-year history and will be available to view in early 2022.