Von Dutch is expanding into the food and beverage market
Fashion brand Von Dutch_ owned by WSG (White Space Group)_ is continuing to expand its lifestyle universe and global footprint with a licensing deal to enter the food_ beverage and hospitality industries.
Von Dutch_ which was acquired by WSG Brands in 2024_ is continuing to drive brand awareness and reach to build itself into a full-scale lifestyle brand by signing a global food and beverage licensing agreement that will introduce drinks_ wellness-driven snacks_ and café-lounge hybrids.
The move is through a new company called Von Dutch F&B_ which will be spearheaded by chief executive officer Joe Wallace_ who has raised millions in start-up capital and led several first-to-market innovations across food tech_ hospitality_ and consumer goods.
Commenting on the news_ Wallace said in a statement: “Weʼre building more than a food brand - weʼre creating a whole empire. Von Dutch will be about entertainment_ hospitality_ wellness_ authenticity_ and bringing in new energy.ˮ
Von Dutch enters the food_ beverage and hospitality industries as it strives to become a full-scale lifestyle brand
The first launch under Von Dutch F&B will be a line of organic_ plant-based mocktails and healthy sodas_ created in partnership with beverage incubator Flavor House_ designed to meet the growing demand for clean_ additive-free beverages.
The brand will also launch liquor products_ including vodka_ tequila_ beer_ and spiked seltzers. These will follow with the debut of Von Dutch Water_ “a premium hydration product that reintroduced the label to a new generation of outlets from convenience stores to bars and restaurants as well as music festivals”.
This will be followed up with the rollout of Von Dutch Cafés_ vibrant café-lounge hybrids set to open in New York and Los Angeles in the next 12 months. These spaces will “evolve from daytime coffee and snack hubs into after-hours destinations with mocktails_ cocktails_ and live entertainment_” as the brand aims to offer an immersive brand culture.
Von Dutch F&B venture to offer beverages_ wellness-driven snacks_ café-lounge hybrids
Jack Cheika_ chief executive of White Space Group (WSG)_ added: “This partnership marks a powerful step forward for Von Dutch as a cultural force. Joe brings not only the entrepreneurial fire but the values and velocity to translate this brand into entirely new verticals.
“Together_ weʼre building the future of lifestyle - from the way you dress to the way you eat_ drink_ and connect. This partnership is about creating cultural relevance in every corner of peopleʼs lives.”
These plans to create a fully immersive lifestyle brand follow the launch of a new sub-brand called _Von Dutch Loves_ in May_ focused on music_ nightlife_ and underground culture_ centred on a new “youthful rebellion”. The line offers exclusive drops_ festival partnerships_ artist collaborations_ and community-driven events alongside the core Von Dutch brand.