Tonny Sorensen

name = Tonny Sorensen

caption = | birth_date = birth date and age|1964|3|9
birth_place = Copenhagen, Denmark
death_date =
death_place =
occupation = CEO Von Dutch Originals
spouse =
website = []
children = 1

Tonny Sorensen born birth date and age|1964|3|9 is the CEO and owner of Von Dutch Originals. [cite web | last = TBA | first = TBA | authorlink = | coauthors =
title = Von Dutch C.E.O. Tonny Sorensen's 100% Ownership of the Company Confirmed Exercise of Put-Call Ruled Valid By Arbitrator | work = | publisher = PR Newswire | date = 2004-11-13 | url = | accessdate = 2006-07-21

Currently based in Los Angeles, Sorensen is also the founder of the legendary Skateboard brand, 1984. Sorensen is credited as an innovator in the world of celebrity marketing. [cite web | last = TBA | first = TBA | authorlink = | coauthors =
title = Von Dutch - Why Celebs Go Crazy for Their Hats and Jeans Behind the Brand | work = | publisher = Hillary Magazine | date = 2004-11-13 | url = | accessdate = 2006-07-21
] Sorensen’s renegade style of management has earned him a reputation as a rebel in the world of fashion. His “one-second rule”, in which he instantly decides on whether or not to pursue a new project, design or program, has become legendary and led to the global phenomenon that was the "Trucker Cap". [cite web | last = Moore | first = Booth | authorlink = | coauthors =
title = Hats off to Von Dutch | work = | publisher = AZ Central | date = 2004-01-13 | url = | accessdate = 2006-07-21


Tonny Sorensen was born on March 9th, 1964 in Copenhagen to modest means. As a child he was fascinated by the art, lifestyle and outfits of American Rebel Culture and British Rock and Roll. In 1984 after a trip to the United States, Sorensen vowed to one day move to California and become an action movie star. Sorensen returned to Copenhagen to continue training and finish his education, earning a degree in Electronic Engineering from the University of Copenhagen, and a degree in Business and Trade from a Copenhagen trade school. He had planned to become a radio engineer when, after a few attempts, he finally won the Tae Kwon Do World Championship in 1991.

After coming to America in 1991, and finally settling in Los Angeles, Sorensen explored his passion for film. He studied acting, screenwriting and filmmaking, and even co-produced a movie in 1998 entitled, American Intellectuals. [ [ American Intellectuals] - IMDb]

During the mid-1990s, Sorensen purchased a hot rod Cadillac and got into the Southern California custom car culture and street racing. It was during this period that he was first educated about artist and motor sport innovator, Kenny "Von Dutch" Howard, through his car mechanic in Venice, California.

By 2000 a Von Dutch Store had opened in Los Angeles on Melrose Avenue and Tonny approached the owners about purchasing the life rights to Kenny Howard's story so that he could produce a film about the man Von Dutch. [cite web | last = TBA | first = TBA | authorlink = | coauthors =
title = Von Dutch: Behind the Brand | work = | publisher = New Faces Magazine | date = 2005-01-07 | url = | accessdate = 2006-07-21
] His purchase included the Von Dutch company, which he has owned since 2000, and today continues to act as Creative Director and CEO.

Management style

Sorensen brought his workout ethic and goal setting techniques to Von Dutch Originals. He also utilized his engineering background to guide design, structure, corporate strategy which eventually led to the global success of Von Dutch Originals.

Sorensen seeks employees who can benefit from a creative and relatively free environment. He promotes self-motivation and uses attractive incentives to encourage the best out of his staff.

Von Dutch corporation

After his heirs sold his name to a Japanese clothing company called Ueno Shokai, who started marketing and designing clothing with Von Dutch's trademarked symbol and name, the company sold the brand to Sorensen, who turned it into a global empire. The Von Dutch corporation has also used the Von Dutch logo on accessories although today the line focuses on the art of Kenny Howard and the uniqueness of outsider artists in general.

Now in it's 11th year, Von Dutch Originals is not only a multinational clothing company recognized for getting product placement of their clothing on popular actors, actress and music performers.

Tonny Sorensen today

Presently, with programs like Von Dutch Artists in Residency, Dutch Angel Music Group, Von Dutch Media and the Von Dutch Events Team (which produces concerts, events and art exhibitions throughout the United States), Sorensen is finally able to see his original vision with Von Dutch come to fruition as a vehicle for artists to promote their projects and charities and advocacy groups to benefit from Von Dutch Originals significance as a Global Brand.


There has been some controversy surrounding Sorensen, as some suggest he used Von Dutch's name and not his artistic spirit for the clothing line. [cite web | last = Douglas | first = Theo | authorlink = | coauthors =
title = The Ad Nauseum (sic) Marketing of Von Dutch | work = | publisher = AIGA, the professional association for design | date = 2004-08-04 | url = | accessdate = 2006-07-21

Some critics suggest that the Von Dutch corporation exploited the name Von Dutch in a way that the artist, Kenny Howard, would have detested. [cite web | last = Douglas | first = Theo | authorlink = | coauthors = | title = Artists Dies: His Exploited Name | work = | publisher = Anticonformity Apparel | date = 2003-03-07 | url =| accessdate = 2003-03-07] But a quick review of Howard's life clearly shows his own exploitation of his name [cite web | last = Morton | first = John | authorlink = | coauthors = | title = Excellent PhotographyGood History | work = | publisher = Amazon | date = 2007-02-17 | url =| accessdate = 2007-02-17] . An article in a 2004 edition of the Orange County Weekly, [cite web | last = Douglas | first = Theo | authorlink = | coauthors =
title = Von Who? | work = | publisher =The Orange County Register | date = 2004-01-07 | url = | accessdate = 2004-01-07
] made accusations about Von Dutch the person and the company being racist, yet no factual evidence of this claim has been found.

ee also

* Von Dutch
* Ed Roth
* Ed Hardy
* Robert Williams
* Hot Rod
* Moto Cross
* Motorcycle
* Custom Cycle
* Von Dutch Cycles
* Custom Culture


External links

* [ Von Dutch Official website]
* [ Levi’s Turns to Suing Its Rivals]

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