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women's clothing with the Ed Hardy
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Tattoos are trendy.
Don Ed Hardy is an American tattoo artist raised in Southern
California. Hardy is best known for his tattoo work and his eponymous
apparel and accessories brand Ed Hardy. He became recognized for
incorporating Japanese tattoo aesthetics and technique into his American
In the 2000s, Hardy has licensed his brand, and it is now found on a
wide variety of products.
The most famous licensee was Christian Audigier, previously of Von
Dutch Originals, which marketed the imagery of Kenny Howard (aka Von
Dutch), another noted American subculture artist. Audigier licensed the
worldwide rights to the Ed Hardy brand in 2005 through his holding
company, Nervous Tattoo, and attempted to replicate the marketing
techniques employed by Von Dutch Originals, marketing directly to
celebrity clients and by opening stores in high-profile fashion districts.
The brand under Audigier was extremely popular for a time, peaking at more
than $700 million in gross revenue in 2009, but collapsed quickly in
2009–2010, with many stores closing.
This began in the early 2000s, when Hardy licensed Ku USA, Inc. to
produce a line of clothing based on his art. Hardy Way LLC, owned
the Ed Hardy brand and trademarks. In May 2009,
Iconix Brand Group announced it had acquired a 50 percent interest
in Hardy Way, LLC, the owner of the Ed Hardy brand and trademarks, which
it increased to 85% in 2011. Hardy retains a 15% minority stake.
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