The Evolution Of The Ed Hardy Brand

What do Madonna, Britney Spears, Snoop Dogg and Sylvester Stallone all have in common? No, it's not the newest romantic scandal in Hollywood - In recent years one line of clothing has been by worn by all these celebrities and many more. It's not Gucci, Louis Vuitton or Burberry, it's Ed Hardy clothing, the hottest new brand by French designer Christian Audigier.

Ed Hardy clothing was inspired by the man who also gave the line its name, the legendary tattoo artist, Don Ed Hardy. Known as "the godfather of modern tattoo" in many tattoo circles, Hardy's blend of Japanese and American styles is highly sought after around the world.

Christian Audigier saw a fantastic marketing opportunity in Hardy's tattoos. He approached Hardy in 2004 with a clothing line idea based on his artistic style. Hardy, knowing that Audigier had already designed for the likes of Urban Outfitters, Diesel and Von Dutch, knew that his work would be in good hands, and so granted the licence.

The line swiftly became a hit across the world, but no group embraced Ed Hardy clothing more than Hollywood's celebrity set. Both Snoop Dogg and Sylvester Stallone are regularly seen wearing the Ed Hardy brand. In fact, both Stallone and Snoop have visited Audigier's warehouse and his home.

Many argue that Audigier's unique marketing style is the reason for all this success. If you consider how often celebrities are photographer, the amount of celebrity networking that Audigier participates in can lead to some lucrative opportunities. Rather than spending thousands of dollars securing celebs for marketing campaigns, he simply gives his newfound friends free merchandise. Audigier's site even has a photo gallery full of pictures of famous clients wearing his newest designs.

However, this line isn't only for Hollywood. With tops starting from between $57-$64 it's actually fairly affordable as far as designer ranges go. It is also good to know that when you buy Ed Hardy clothing you're buying an item that will stand the test of time, because when a line has been designed around a style of tattooing that has stayed in vogue for decades, it's hard to imagine it going out of style any time soon.

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