The brand Howard Von Dutch created in the 2000s has seen some major downfalls over the years. However, there are some things that we can learn from these downfalls and use that knowledge to build our brand to be even more successful.
Mike Cassel
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Von Dutch was a clothing brand started by three men. It was intended to be the next Levi’s or Wrangler. However, problems with financial management destroyed the company.
A Danish entrepreneur, Tonny Sorensen, took over and bought the majority of the company. He then hired Christian Audigier, a French stylist, to help boost sales.
Mike Cassel was a former professional athlete who worked in the apparel industry.
After a stint in jail for cocaine trafficking, he was released and decided to work in the business world. But his career was stymied by his drug problem.
Before starting Von Dutch, Cassel launched his own surf-inspired clothing line called Bronze Age. The style still harkened back to the tight-fitting fashion of the 1980s.
This clothing was worn by model Eli Jane. She was also known for performing flips across the showroom floor.
While working at the Von Dutch headquarters, Cassel met a man named Bobby Vaughn. Their partnership would eventually lead to a relationship.
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Bobby Vaughn
The American clothing designer Bobby Vaughn is worth a fortune. He co-founded the Von Dutch brand, which was a hit in the early 2000s.
A new docu-series on Hulu, “The Curse of Von Dutch,” is a look at the company’s beginnings. It’s not your standard true crime program, though; it’s a little bit of scruffy fun.
The story starts with Bobby Vaughn’s introduction to surf culture. As a teenager, he was part of the Westsiders surf crew.
During his time in the surf community, he met a group of Neponsit surfers. Later, he moved to New York City. His aim for the shop was to create a West Coast vibe.
In the mid-2000s, the Von Dutch brand was a favorite among celebrities. Their trucker hats became the rage.
Initially, they were owned by a Danish Olympic medal winner, Tonny Sorensen. However, he had to give up his stake in the company.
Earlier this year, Bobby Vaughn was arrested in New York for a felony charge of carrying an unregistered handgun. Although he was acquitted of first-degree murder, he was sentenced to five years probation.
Howard Von Dutch
Howard Von Dutch is a name that has been linked to many things. One of them is a clothing line. Another is a documentary.
Still, others are connected to a famous rap artists. There are even some who are involved in criminal activity.
Von Dutch is a multitalented pinstriper. He is also an award-winning custom car designer.
His company, Von Dutch Originals, has a retail store on Melrose Avenue in Beverly Hills. The company also has a franchise in Los Angeles.
Von Dutch’s business was not without controversy. It is said that his products were placed into the hands of celebrities like Britney Spears and Paris Hilton.
And a company representative has even been accused of calling the cops on its own customers.
In fact, Von Dutch was one of the many gifted iconoclasts of the 1940s. But his reputation took a pounding when he became the subject of a documentary.
His name grew to become the symbol of obstinacy. But he was just as much a liar as he was a rogue.
The cult 2000s brand’s downfall
Von Dutch was a popular fashion label that made trucker hats hot in the early 2000s.
While it was initially a rebellious, sarcastic brand, it ended up going south after infighting and financial problems.
Von Dutch was founded by three men. Two of them were a gunsmith named Kenny Howard, and an artist named Ed Boswell. In 2003, the company earned over $33 million.
It was one of the labels of choice for the hottest celebrities. However, it burned out fast.
A Hulu docuseries, “The Curse of Von Dutch: A Brand to Die For,” explores the dark secrets behind the brand.
The series features sabotage, backstabbing, and even attempted murder.
Tonny Sorensen was a Danish entrepreneur who invested a large sum of money in the Von Dutch clothing line.
He later became the company’s CEO. Cassel also served four years in San Quentin for a cocaine bust.
Cassel’s criminal past made growing the brand difficult. Fortunately, Tonny Sorensen saved the clothing line.
