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Von Dutch plots UK return

US motorcycle brand Von Dutch is relaunching in the UK for spring 16 after a 10-year absence.

Von Dutch

The label best known for its branded T-shirts and trucker hats is targeting premium independents and department stores for its return.

It will offer its staple range of made-in-the-US clothing and accessories, including denim, from the end of March. Wholesale prices range from £14 for caps to £32 for sweatshirts.

The collection is being distributed in the UK and Ireland by District J, which has a showroom in Notting Hill, west London. It will show Von Dutch at contemporary fashion trade show Project in Las Vegas on February 16-18.

Two further distributors for footwear and leather jackets are expected to be announced shortly.

“The brand is still so well known in the UK – as soon you as you mention the name, people smile. For that reason I think it will do incredibly well again and be enough to draw people in stores,” said District J managing director Jonathan Judah.

“It’s too early to say but if it does as well as we think it will, there’s no reason to say it couldn’t have UK stores in the future.”

Von Dutch pulled out of the UK in 2006 after it was hit by a high level of counterfeiting. Judah said the brand has taken “every precaution” to avoid this happening again.

“Before, more time was spent in the trading standards office trying to gets fakes taken off the market than actually selling. This time round the brand is using holograms on every garment to show authenticity.”

Von Dutch has been owned by French footwear importer the Royer Group since 2009. In 2010 the group appointed Olivier Mercier as chief executive of Von Dutch, tasked with relaunching the brand internationally.


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