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dade

The Way Things
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On Von Dutch and Co-opting Cool

We’ve all seen the hats, first on T'V,
then on the young and “hip” around
town. Trucker hats, to be exact—
thanks to
chic—bearing a stitched logo that
reads, “Von Dutch.” They’re pretty
cool looking, heh? Let’s talk about
those neat-o hats in different colours,
with mesh backs and a simple, yet
effective,

vogue, white-trash

oval

   
   
   

logo. Just who was
this “Von Dutch?”

Born in 1929, Kenneth Howard
was the son of a sign painter. He
apparently earned his nickname of
Von Dutch for being “as stubborn as
a Dutchman.” His original artistic
notoriety in life came from his unique
reinterpretation of a lost art—pin-
striping motorcycles and cars. He also
fabricated his own knives and guns. In
addition to these arts, he was known
for his violent temper and racist ways.
Von Dutch was a heavy boozer and

8 | ObNEPPPeSS

 

 

 

On

Opinions Editor

hated capitalism, preferring to hide in
the bottle rather than exploit his artis-
tic talents for big bucks. He developed
a rebel lifestyle that wasn’t just an
image; it was the result of a deep-seat-
ed anger at—and mistrust of—the
world in general.
Von Dutch’s friends,
Robert Williams, explained “Dutch”
in a recent article thusly: “He was
quite a racist; didn’t like anybody. He
had all the trappings of being a neo-
Nazi. He could not tolerate black
people.” Is that the kind of guy whose
name you want embla-
zoned on your hat?
Is it
the legendary pin-

One of

ironic that
striper’s. name is
now known for

being stenciled across
the foreheads, asses, and
tits of Britney, Gwen, and
Ashton? Yes. Is it sad? Well,
actually it is, very sad indeed. The
tights to reproduce Von Dutch’s work
were apparently licensed to Los
Angeles-based Von Dutch Originals
for a comparatively paltry sum
(around $30,000 US) in the mid-
nineties. What does that mean? It
means that his daughters and surviv-
ing heirs aren’t getting any of the
millions being made off Von Dutch’s
name and work.

It’s the eternal circle of “co-opting
cool.” It all begins when someone (or,
more likely, a group of someones)
starts doing something different. Let’s
say, oh, I dunno, maybe they start hav-
ing these parties in warehouses with
DJ’s, lots of drugs, and people danc-
ing until dawn. This goes on for a
while until someone decides to do an
exposé on “the new craze,” and its
inevitable side effects. Next thing you
know, you have “Summer Love” pat-
ties, complete with cops galore, media
coverage, and tens of thousands of
people. Millions of dollars change
hands. All the old timers end up
resenting and detesting the new-

   

Von Dutch
Pinstripe

skoolers, believing that the newcom-
ers have “ruined their scene.” You
want to know who ruined your scene?
Follow the money.

Why? Because there was a buck to
be made, that’s why. Cashing in on
pop culture is just like sleight of hand,
keep the eyes focused on the shiny,
glittering thingy until you have their
wallets safely opened and _ pilfered.
Don’t believe me? Go look in your
own closet, way at the back, and pull
out the Tommy Hilfiger sweatshirt.

See how dumb it looks today?
Remember how much it cost? Get the
idea?

Which brings us back to Von
Dutch. According to Theo Douglas’,

January 2004 article in OC Weekh,

Michael
opened the first Von Dutch Originals’
store on Melrose Ave. in 1999—said,

Cassel—the man who

“Everything cool gets packaged and
sold to  somebody...that’s the
American way. If somebody [did] that
to me after I die, I’d be honored [sic].”

Von Dutch’s
Williams sees it a little differently. “If
Williams said, “he’d
walk in there with a pistol and shoot
those people.”

old friend Robert

he was alive,”

Enjoy your hat.

   

Von Dutch

 

 

 

You are not alone

The Students’ Union’s Pride Collective
provides resources for lesbian, gay, bisexual and
transgendered students at the college. The Collective
meets Thursdays at 4:00 in room 328 in the students’
union building at the New Westminster Campus.
All lesbian, gay, bisexual and transgendered,
questioning and allied students are welcome.

Douglas Sane Union

Canadian Federation of Students Local 18

Geudber . G/e0ow