Aéropostale is partnering with a once-controversial brand to launch one of its latest collaboration collections as its partner works through a major transformation.
Not many brands have managed to navigate a business turnaround quite like Aéropostale.
From becoming a mall staple to filing for Chapter 11 bankruptcy in 2016 due to declining sales and falling foot traffic, closing more than 100 stores, and being delisted from the NYSE, the company has emerged from what might have seemed an irreversible decline.
Aéropostale has rebranded and worked to regain relevance among teens and young adults. Partnerships with other brands have become an important part of that strategy, and now the retailer is using its audience and retail presence to help bring another brand back into the spotlight.
Aéropostale releases new collaboration with Von Dutch
Aéropostale has teamed up with Von Dutch for the first time to launch a limited-time collection that aims to reintroduce the early-2000s brand to a new generation while giving its recognizable aesthetic a fresh take.
The collection features more than 30 pieces for men and women, including matching sets, sweats, hoodies, fleece, beanies, tanks, and graphic tees.
The pieces are priced between $20 and $45, offering a lower price point than comparable full-price apparel on Von Dutch’s retail website, where items currently range from $30 to $160.
The Aéropostale x Von Dutch collection will be available exclusively on the Aéropostale app from Aug. 27 to Aug. 28 before launching in stores and online on Sept. 2.
Why Von Dutch is partnering with Aéropostale
Von Dutch’s partnership with Aéropostale is intended to expand the brand’s awareness and relevance among younger consumers by leveraging Aéropostale’s established audience and physical retail presence.
Although Aéropostale does not publish quarterly earnings reports because it is a private company, ECDB estimated its 2025 annual revenue at $85 million, representing a 50% to 55% increase over the previous year.
ECDB also estimates Aéropostale could see revenue growth of 10% to 15% in 2026 compared to 2025.
The downfall of Von Dutch
Created in 1999, Von Dutch is named after the late artist Kenny “Von Dutch” Howard, whose trademark rights were acquired by the brand’s founders from his daughters. Howard himself had no involvement in the brand.
Von Dutch quickly became popular in the early 2000s for its punk-rock streetwear and trucker hats, along with its recognizable logo and bold patterns such as flames and pinstripes. The brand also became closely associated with pop culture after being worn by celebrities including Paris Hilton, Britney Spears, Gwen Stefani, and Justin Timberlake.
Here’s some of my previous coverage of brand revivals:
- Clothing retailer returns to brick-and-mortar stores after 7 years
- Aritzia brings back iconic fashion brand after shutdown
- Target brings back iconic partnership after 17-year shutdown
However, in the late 2000s, counterfeit products became a major issue for the brand. Von Dutch claimed that it was the second-most counterfeited label at the time.
In an effort to regain its exclusivity, Von Dutch began collaborating with companies outside of its traditional audience. The strategy did not restore the brand’s previous level of cultural relevance, and the label gradually lost some of the appeal that had made it a defining name in early-2000s fashion.
“I remember one day I looked in my closet and I had so much Von Dutch, and I just couldn’t look at it anymore. I got rid of everything,” Paris Hilton said in “The Curse of Von Dutch: A Brand to Die For,” which aired on Hulu.
Then, in May 2004, a letter Howard had written shortly before his death in 1992 was leaked to the press. The letter contained racist and antisemitic remarks.
Although Howard was only the namesake and had no involvement with the company, the controversy added to the challenges facing Von Dutch and further damaged the brand’s image.
Von Dutch began widespread store closures in the late 2000s. Its business eventually shifted toward a lighter-asset model, with the company shutting down its physical U.S. stores and making the brand available primarily online and through retail partners in the U.S. and international markets.
However, Von Dutch never filed for bankruptcy or ceased production entirely.
The revival of Von Dutch
Von Dutch was acquired by White Space Group (WSG) in 2024. The company acknowledged that the brand had largely faded from the U.S. market, with a significant decline in consumer engagement and retail presence.
However, WSG said it saw an opportunity to rebuild the brand.
According to a company announcement, its strategy includes restoring Von Dutch’s relevance, rebuilding its infrastructure, expanding its distribution, and introducing the brand to a new generation of consumers.
Since the acquisition, Von Dutch has been working to reposition the brand, expand its distribution channels, strengthen retail partnerships, and introduce new collections.
The company’s strategy has also placed a greater emphasis on collaborations that match, giving Von Dutch opportunities to reach consumers through established fashion and retail brands such as Aéropostale.
“In under two years, Von Dutch has grown into a nine-digit business, achieving global expansion across key wholesale, retail, and direct-to-consumer platforms,” said WSG.
“The brand’s resurgence has been fueled by strategic collaborations, enhanced marketing initiatives, and a renewed focus on quality, authenticity, and cultural relevance.”
Related: Sportswear giant closes 113 stores as shares plunge
