Tonny Sorensen

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Tonny Sorensen

Born	March 9, 1964 (1964-03-09) (age 44) Copenhagen, Denmark
Occupation	CEO Von Dutch Originals
Children	1
Website www.vondutch.com

Tonny Sorensen born March 9, 1964 (1964-03-09) (age 44) is the CEO and owner of Von Dutch Originals.^[1]

Currently based in Los Angeles, Sorensen is also the founder of the legendary Skateboard brand, 1984. Prior to moving to America, Sorensen was an Olympic Martial Arts athlete and a World Champion Fighter. He is also credited an innovator in the world of celebrity marketing.^[2]

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".^[3]

1 Biography
2 Management style
3 Von Dutch corporation
4 Tonny Sorensen today
5 Criticism
6 See also
7 References
8 External links

[edit] Biography

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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, but only after he'd win the World Championship in Martial Arts. 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.^[4]

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.^[5] His purchase included the Von Dutch company, which he has owned since 2000, and today continues to act as Creative Director and CEO.

[edit] 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.

[edit] Von Dutch corporation

Justin Timberlake wearing a Von Dutch "Trucker Cap".

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.

[edit] Tonny Sorensen today

Tonny Sorensen and Keb Mo at Guitar Center Honors June 16th

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.

[edit] Criticism

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Please see the discussion on the talk page.(January 2008)
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There has been little controversy surrounding Sorensen, save for a few articles that suggest he used Von Dutch's name and not his artistic spirit for the clothing line.^[6]

Some internet critics suggest that the Von Dutch corporation exploited the name Von Dutch in a way that the artist, Kenny Howard, would have detested.^[7] But a quick review of Howard's life clearly shows his own exploitation of his name. Further, 100% of all anti-Von Dutch propaganda is connected to companies trying to make a profit from Kenny Howard and the Von Dutch legacy^{[citation needed]}. An article in a 2004 edition of the Orange County Weekly,^[8] made accusations about Von Dutch the person and the company being racist, yet no factual evidence of this claim has been found.