Von Dutch bids to lose ‘chav’ image

Designer label Von Dutch has hired Splendid Communications, its first UK agency, to shake off its ‘chav’ image as it opens its debut store in the country.

The Covent Garden outlet, which opens next week, will boast the Los Angeles-based label's new range, sporting an updated logo.

Splendid will target youth, fashion, consumer, national and design press.

Von Dutch was previously sold only at select department stores in the UK.

Splendid account manager Kiran Gill said: 'Von Dutch has been described as "chav" in the past. The flagship store will help get away from that association.'

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