Ed Hardy (brand)
{{Short description|American fashion brand}}
Ed Hardy is an American fashion brand based on the work of American tattoo artist Don Ed Hardy.
It is owned by Iconix Brand Group, while Don Ed Hardy retains a 15% minority stake.
History
File:Ed Hardy running shoe 2008.jpg
In the early 2000s, Hardy licensed Ku USA, Inc. to produce a clothing line based on his artwork.{{Cite web|last=Alabi|first=Mo|title=Ed Hardy: From art to infamy and back again|website=CNN|date=September 30, 2013|url= https://www.cnn.com/2013/09/04/living/fashion-ed-hardy-profile|access-date=May 21, 2021}} Hardy and Ku USA formed Hardy Life, now Hardy Way LLC,{{Cite web |last=Barajas |first=Erin |date=May 8, 2009 |title=Iconix Buys Half of Ed Hardy Brand |url=http://www.apparelnews.net/news/2009/may/08/iconix-buys-half-of-ed-hardy-brand/ |access-date=2022-09-13 |website=California Apparel News |language=en}} which owns the Ed Hardy brand and trademarks.{{cite news |url=https://www.reuters.com/article/iconix-idUSL3E7FR2TN20110427|title=Iconix buys global rights, ups stake in Ed Hardy brand|newspaper=Reuters|date=27 April 2011}}{{cite web |url=https://www.bloomberg.com/apps/news?pid=newsarchive&sid=a07U0.U084AY|title=Ed Hardy(R) Settlement Agreement Reached Between Nervous Tattoo, Inc. and Hardy Way, LLC|website=Bloomberg News}} The brand has subsequently been extensively licensed, at one point having 70 sublicensees,{{cite news |url=https://nypost.com/2013/06/16/that-inking-feeling|title=That inking feeling|first=Kirsten|last=Fleming|date=June 16, 2013|newspaper=New York Post}} selling clothing, accessories, lighters, perfume, hair styling tools,{{Cite web|title=IGP Beauty, Inc. Secures Celebrity Hair Care Lines|date=May 13, 2010|url=http://www.trading-house.net/news/wirtschaft/igp-beauty-inc-secures-celebrity-hair-care-lines-21300267.html|url-status=dead|archive-url=https://archive.today/20130222114827/http://www.trading-house.net/news/wirtschaft/igp-beauty-inc-secures-celebrity-hair-care-lines-21300267.html|archive-date=February 22, 2013}}{{Cite web|title=Ed Hardy|work=IGP Beauty website|url=http://www.igpbeauty.com/EdHardy.aspx|url-status=dead|archive-url=https://web.archive.org/web/20110713004937/http://www.igpbeauty.com/EdHardy.aspx|archive-date=July 13, 2011}}{{Cite web |last=Meier |first=Allison |author-link= |date=August 2, 2019 |title=Ed Hardy Changed Tattooing Forever |url=https://daily.jstor.org/ed-hardy-changed-tattooing-forever/ |access-date=May 19, 2021 |website=JSTOR Daily}} and condoms.{{cite magazine|url=http://www.vanityfair.com/online/daily/2010/05/ed-hardy-terrible-clothing-company-popular-with-terrible-people-introduces-line-of-condoms|date=May 26, 2010|title=Ed Hardy, Terrible Clothing Company Popular with Terrible People, Introduces Line of Condoms|author=Juli Weiner|magazine=Vanity Fair}}
File:Ed Hardy Runway Models.jpg
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 employed the marketing techniques employed by Von Dutch Originals, marketing directly to celebrity clients and by opening stores in high-profile fashion districts. Ed Hardy stores were located in San Francisco, New York, Los Angeles, Boston, Seattle, Minneapolis, Honolulu, Scottsdale, Tucson, Vancouver, Dubai, Johannesburg, Kuwait, Kuala Lumpur, Bangkok, Gurgaon, Delhi, Mumbai, and Qatar.
The face of the brand (from 2008) was Sarah Larson.{{cite news |author=Norm Clark |date=June 15, 2008 |title=Larson the face of new clothing line |newspaper=Review Journal |url=https://www.reviewjournal.com/news/larson-the-face-of-new-clothing-line/ |access-date=2022-09-13}} The brand gained significant popularity under Audigier, peaking at more than $700 million in gross revenue in 2009, but collapsed quickly in the following two years, leading to the closure of many stores. Among others, the Australian sublicensee of Ed Hardy (owned and operated by Gary Berman) entered administration and closed in 2010.{{cite web|url=http://www.businessday.com.au/business/ed-hardy-clothing-goes-into-administration-20100811-11zuv.html|title=Ed Hardy clothing goes into administration|author=Ben Butler|access-date=November 19, 2013|date=August 12, 2010|publisher=Business Today}}
Hardy blamed the collapse on creative and marketing decisions by Audigier, such as Audigier featuring his own name prominently on branded items (on one item 14 times, compared to Hardy's once), and prominent association with short-lived reality TV celebrity Jon Gosselin. Following legal battles, Hardy regained control of the brand in 2010, though as part of the settlement Nervous remained a licensee for T-shirts, hats, and hoodies.
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,{{Cite news |last=Bhattacharjee |first=Nivedita |date=2009-05-05 |title=UPDATE 1-Iconix Q1 tops market; buys 50 pct in Hardy Way |language=en |work=Reuters |url=https://www.reuters.com/article/iconix-idUKBNG17789620090505 |access-date=2022-09-14}} which it increased to 85% in 2011. Hardy retains a 15% minority stake.
In 2018, the brand successfully relaunched in Europe, and collaborations were presented with Missguided and Illustrated People amongst other brands, the latter sold via Selfridges, Asos and Topshop. In 2019, the brand had collaboration with Rose In Good Faith.{{Cite web |last=Li |first=Nicolaus |date=8 February 2019 |title=ROSE IN GOOD FAITH Brings Ed Hardy Back with a Bedazzled Capsule |url=https://hypebeast.com/2019/2/ed-hardy-rose-in-good-faith-nubian-exclusive-capsule |access-date=2022-09-13 |website=Hypebeast}}
In LA in 2024, Ed Hardy held its first fashion show.{{cite news |last1=Greene |first1=Jenna |title=Ed Hardy Holds Fashion Show in LA |url=https://wwd.com/eye/parties/gallery/ed-hardy-fashion-show-la-1236724029/ed-hardy-la-fashion-show/ |work=Women's Wear Daily |date=November 15, 2024}}
References
{{Reflist}}
External links
- {{Official |https://www.hardymarks.com/}}
{{Iconix Brand Group}}
Category:Clothing brands of the United States
Category:Clothing companies of the United States