This cult classic cap from the ’90s is back. The Von Dutch trucker hat — most notably sported 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 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% 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% and 90%, respectively, since the beginning of 2024. Déjà Von Dutch Kids of the ’90s will remember the heyday of Von Dutch-branded gear — specifically the trucker hats, which were sported by the likes of pop princesses and Hollywood hotshots alike. In 2003, just four years after the brand launched, the company scored more than $33 million in sales annually, per Business of Fashion .
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 b.