September 19, 2005
The Von that Refreshes ...
Coke's new and fashionable caffeinated energy drink, Von Dutch, is scheduled to launch in October in camouflage cans. Setting its sights on über-cool teens and twenty-somethings, it takes its name through a licensing agreement with the Von Dutch Originals fashion label.
The brand, Von Dutch, is eponymous for the prolific, hard-drinking, neo-Nazi, zany beatnik artist of the 60's and 70s.
Established post-mortem through an agreement with the family, Von Dutch clothing purposefully brings high fashion to new lows.
Von Dutch's $150-plus blue jeans, $20-trucker caps, $149 bowling bag totes, $1,000 silver belt buckles and $995 leather jackets have landed in the center of a flourishing white trash fashion trend. (Britney Spears wore a Von Dutch trucker cap for her recent nuptials.)
But the brand has recently lost some its luster among the artists' original fans who see it as overt commercialization that has ventured far from its real red-neck roots.
Since fashion is fickle, Von Dutch Originals could easily become an annoying memory and an annoying beverage name. Already there are copycat shirts reading "Von Suck". What's next? "Make it Real, Von!"
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