Order From Horder

When it comes to clothing that is for the moment and represents the trends of the street, Ed Hardy leads the pack. Madonna, Kanye West, Fergie, Britney Spears, Jessica Alba, Fabolous and Shakira are just a small sampling of the many celebrities who have been spotted wearing Ed Hardy clothing. This trend setting brand got its start in 2004, when Don Ed Hardy was approached by fashion designer Christian Audligier to create a line based around the famous tattoo artist’s designs.

This dynamic duo is perhaps the most innovative pairing currently in fashion. As a tattoo artist, Don Ed Hardy has worked hard to elevate tattooing into an art form and by many; he is considered the greatest living tattoo artist around. Hardy is known for incorporating Japanese aesthetics into American tattoo styles. Formally educated, Hardy received a B.F.A. in printmaking from the San Francisco Art Institute.

Hardy then studied tattooing under Sailor Jerry Collins and in Japan with tattoo master Horihide. After which he became a permanent fixture in the San Francisco tattooing scene when he opened his famous Tattoo City tattoo parlor. Hardy originally started producing clothing based around his tattooing designs in 2002. However, it took a pairing with the famed Christian Audigier in 2004 to make the brand famous and fashionable.

Christian is one of the most respected icons in the fashion world and single-handedly put the Von Dutch label on the map when he created the explosive trend for trucker hats. The French designer also contributed to the success of American Outfitters, Levi’s and Diesel brands as well as creating a signature brand that bears his own name. Besides Ed Hardy, Christian put a rock and roll vibe into his other fashion brands including Smet, Crystal Rock and Paco Chicano.

In just a few years, Christian has been able to turn Ed Hardy into a major success. The brand designs clothing for men, women and children with dozens of stores in the United States and around the world. The brand’s success is tied to its street edge, with all its tattooed images created by Hardy. Retro style skulls, flying eagles, snakes, bleeding hearts and oriental dragons are used throughout the line. Hardy blends punk style with embroidery, splash-ink and crystals woven into designs to create its t-shirts which are the brands signature item.

More than just a fashion line, the brand has become a lifestyle trend. Tees, jeans, purses, belts, shoes, hats, jewelry, scarves, gloves, socks, dresses, jackets, intimate wear, outerwear and more are part of the brand. Hardy’s attention grabbing beautiful tattoos remain a fixture for the line. The brand is continuing to grow in appeal, pulling in millions each year while selling at a mid-range price that most consumers are willing to pay for in order to possess the unique styling of Ed Hardy clothing items and accessories. Celebrities are regularly spotted wearing Ed Hardy thanks in part to Christian’s effort to market directly to them. He has placed clothing stores in high-profile fashion areas where celebrities shop.

Today the Ed Hardy brand is a favorite among the youth culture for its vintage intricate style tattoos, bold colors and high street fashion. Those who wear Ed Hardy clothing know they will stand out from the crowd. Fans of the brand also enjoy expressing themselves through tattooed clothing instead of having to tattoo their bodies. For women the brand offers a tough but feminine look, while men appreciate its edgy rock star appeal.

By: Jon Khan

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