Vintage Culture Has Been Named Global Brand Ambassdor of Von Dutch

John Dody

06/03/25 7:09PM

Somewhere between the Y2K renaissance and the revival of logo-core lies Von Dutch, a brand once favored by mid-2000s starlets and now freshly dipped in relevance. And who better to helm its return than Brazilian DJ and producer Vintage Culture, a man who knows a thing or two about high-octane nostalgia.

As the new global ambassador, Vintage Culture isn’t just posing in flame-stitched hats—he’s co-creating an exclusive capsule collection under Von Dutch’s new creative platform, Von Dutch Loves. Launching June 15, the line leans all the way in: distressed trucker hats, oversized graphic tees, and all the blurry-after-3am rave energy your feed can handle. The collection is, as the artist puts it, “a celebration of individuality,” though cynics might call it a well-timed play for post-ironic fashion supremacy.

And let’s be clear: this isn’t a vanity license plate gig. Vintage Culture, born Lukas Ruiz, has spent the last few years quietly becoming one of the most bankable names in dance music. With a sound that fuses deep house with melodic grooves and a stage presence that lights up arenas from Ibiza to São Paulo, he’s racked up billions of streams and graced the stages of Tomorrowland, Ultra Music Festival, and Lollapalooza. If there’s a VIP tent, chances are he’s either DJing in it or making it necessary.

He’s also turned his Instagram—now with over 10 million followers—into a soft-power engine for fashion and music influence. His follower count has climbed month after month, mirroring his rise from underground favorite to festival headliner and now, fashion collaborator. All of which makes this Von Dutch deal feel less like a rebrand and more like a retrofitted launch vehicle—ready to take vintage all the way into the future.

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