Let's start with a little history. In the 1940s, Kenny Howard made a name for himself in pinstriping. Pinstriping is the art of customizing all types of vehicles with thin painted lines for decorative purposes. Nicknamed Von Dutch for his appearance and determination (a tall blond who looked like a Dutchman), he started his own pinstriping workshop in Los Angeles and drew crowds from across the country.
Launched after the death of Von Dutch in 1992, the brand had a promising start before exploding in the early 2000s when some of the biggest stars like Madonna, Justin Timberlake, Mike Tyson, and even Bill Clinton were seen wearing the slightly biker style clothing from the USA-based company. Recently, Von Dutch has been taken over by a French group and is embarking on a charm offensive in the French market. This involves opening the first boutique in Lyon.
The paradise of caps...but not only
Set up since September in the heart of the historic district of Saint-Jean, Von Dutch displays a rustic, authentic, and rock atmosphere, made of raw wood from floor to ceiling. The decor is enhanced by a majestic customised Yamaha motorcycle that sits at the back of the store. On the shelves, you can find men's and women's ready-to-wear clothes, but also a wide selection of caps (over 300 references!) and Excape sunglasses.![]()
A kind of concept store with American inspiration, the Von Dutch boutique also offers Goorin Bros and Caps Lab caps, which create designs inspired by the worlds of comics and manga. Among the gems of the boutique, we note THE cap worn by the Professor in the Netflix series La Casa de Papel (yes, we had to have it...).
Sleek and authentic, Von Dutch is one of those brands that you can recognize in the blink of an eye. With a history as adventurous as it is fascinating, the company is rising from the ashes by mixing styles in the historical district of the Capital of the Gauls.
Von Dutch
9 rue Saint-Jean - Lyon 5th arrondissement
Open Tuesday to Sunday 10am-1pm and 2pm-7pm (7 days a week in December)
