By Gary Symons
TLL Editor in chief
Firefly Brand Management has been tapped by WSG Brands to represent the legendary Von Dutch fashion and lifestyle label.
The move marks a new chapter for one of the most recognizable names in 2000s pop culture. Under the agreement, Firefly will work on a non-exclusive basis to develop global licensing programs for Von Dutch, focusing on open product categories that align with the brand’s modern streetwear vision.
“Von Dutch is more than just a brand; it’s a cultural icon with incredible global recognition,” Firefly said in a statement. “We are thrilled to partner with WSG Brands to identify strategic licensees that will help expand Von Dutch’s reach into key open categories globally, ensuring the brand remains a staple in fashion-forward wardrobes worldwide.”
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Von Dutch became a defining look of early-2000s fashion with its edgy aesthetic and instantly recognizable trucker hats, famously worn by celebrities and trendsetters from Los Angeles to Tokyo. Now owned by WSG Brands (White Space Group), the company plans to reassert Von Dutch’s rebellious edge while bringing the label to a new generation of consumers.
“We are thrilled to partner with the team at Firefly Brand Management,” said WSG. “Von Dutch is back and ready to redefine contemporary streetwear, and this collaboration will help us strategically secure the right partners to fill out our product offering and bring that iconic rebellious spirit to new categories around the world.”
Founded in the early 2000s, Von Dutch is synonymous with individuality and innovation in fashion, blending bold designs with cultural nostalgia.
Firefly Brand Management, a full-service global licensing agency, represents a wide range of entertainment, lifestyle, and technology properties and provides strategic licensing and product development services around the world.