Thanks to the white-trash fashion trend, perpetuated by celebrities like Britney Spears and Paris Hilton (and let's not forget Kid Rock, although he might not realize it), wife-beater shirts and trucker hats have become the most sought-after item since the Ugg boot. At the forefront of this craze sits monster label Von Dutch, named after an influential L.A car customizer and celebrity in his own right. Not that most trucker hat-wearing fashion plates would know about the man behind the brand.

The craze started last year, after Justin Timberlake was spotted wearing a Von Dutch hat to a Grammy after-party. Fred Durst, Ashton Kutcher, Britney Spears and other celebrities quickly followed suit, and the hats were quickly snatched off shelves while still warm.

Von Dutch Originals, founded in 1999, provides white-trash fiends everywhere with greaser-chic jeans, skinny T-shirts and motorcycle jackets, but it's the wide-billed, foam-front trucker's hat that has elevated the label to its current God-like status.

The hats are made from a variety of fabrics, including terrycloth, velvet, leather, denim and even faux Dalmatian fur (Cruella DeVille is somewhere scoffing). Each design is limited to a run of 1,000, which both fuels demand and explains why you might have to wait 5 years to cover your noggin' with certain styles.

Although the company may appear relatively new, it's rooted in some interesting history. Von Dutch the artist, whose real name was Kenny Howard, was the father of the 1960s "kustom car" craze. He virtually invented the freestyle pin-striping and painted flames that became signature of the Southern California car subculture, and had a signature logo--a bloodshot winged eyeball which is now visible on most Von Dutch merchandise.

Controversial throughout most of his life, he died in 1992 and his daughters sold the rights to his name four years later to Michael Cassel, an entrepreneur who wanted to open a business that would appeal to the hot rod crowd. A few years later, Cassel entered into a partnership with Tonny Sorensen, a Tae Kwon Do world-champion who was a fan of the artist and took over the reins as the CEO of the company.

While some kustom car enthusiasts maintain that the line is disrespectful to the original Von Dutch, Caroline Rothwell, the company's Vice President of Marketing, believes the controversy gives the line an edge. "Von Dutch, the brand, is very organic, in that it actually comes from a true, untouched history," she says. "Many other clothing companies just don't have history to authenticate their brand name."

Soon after opening its first store in 2000 on Melrose Avenue in Los Angeles, Sorensen hired designer Christian Audigier, famous for his work with apparel companies such as Diesel and American Eagle Outfitters. Focusing more on fashion, Audigier added hoodies and jeans to the line which are rapidly becoming a hit - the company's sales revenues for 2003 reached $33 million. And although you may think they bring home the bacon with profits from those trucker hats, Sorensen revealed that the company does more sales volume in jeans, which cost $145 to $320 (US).

The future for Von Dutch seems to be limitless. The unofficial princess of white-trash glam, Anna Nicole Smith, has signed a development deal with the company--just one of the many promotional plans that they've set their sights set on. Fashion fanatics can also expect to see cosmetics and haute couture lines in the upcoming months, as well as an onslaught of celebrity involvement.

"A year and a half ago, we didn't realize how much celebrities were going to do for us in terms of media exposure and brand awareness," says Rothwell. She explains that Von Dutch consumers can expect a "high-level product placement and celebrity involvement, focused more on the complete brand" for the second half of 2004.

Like any juicy item of interest, the controversy surrounding Von Dutch the artist and the company bearing his name continues to propel the business into the spotlight. The company's marketing team has its work cut out for them, having only tapped into a small percentage of the brand's potential. "We have laid the seeds for the brand strategy, fashion merchandising, new business and licensing development," explains Roswell. "I think it's going to take at least six to 12 months for us to reach the world on the level that we did with the trucker hat." Sorensen, however, has adapted a more laid-back approach to keeping the brand in the spotlight. "Every day that I wake up it is different," he says. "So I plan on waking up in the morning."

Quick Questions:

HILARY Magazine: What attracted you to designing for Von Dutch? Christian Audigier, designer: The name- the power of the name.

What kind of woman do you design the Von Dutch women's line for? The women with a sense of freedom and style and independent mind.

Do you have a muse? A celebrity you think of when designing particular items? I have worldwide muses, the list is too long! From celebrities like Anna Nicole Smith to Halle Berry. But always, my wife.

How do you keep on top of the trends? We make the trends.

What plans do you have for future designs and products? Launch the cosmetics line, and haute couture and a new deal with Anna Nicole Smith. Also an eyewear line.

What is your favorite Von Dutch item? The hat.

HILARY Magazine: How did you get involved with Von Dutch? Tonny Sorensen, CEO: By accident. I originally wanted to do a film about Von Dutch the man.

What are you planning for the future of Von Dutch to keep the brand In the spotlight? Every day that I wake up it is different. So I plan on waking up in the morning.

What is your favorite Von Dutch item? The "silver buckle".

When do you wear Von Dutch? Just about every day.

How has working at Von Dutch changed your life? I'm much busier!

Why do you think celebrities love Von Dutch so much? Do they?