What do Snoop Dogg and Sylvester Stallone have in common? Unfortunately it's not a hot new musical collaboration. It's a brand new line from a hot designer. He doesn't work for Dolce and Gabbana, Burberry or Chanel, it's Ed Hardy clothing, a brand new, original line from Christian Audigier.
Ed Hardy clothing takes its name from the man who inspired the line, Don Ed Hardy. Hardy is considered one of the best tattoo artists in the world and in tattoo circles he is called "the godfather of modern tattoo". His Japanese meets American style is highly original and highly sought after around the globe.
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.
Audigier's unique style of networking has undoubtedly a big part of why he is so successful in the business. He even has a "celebrity gallery" section on his official site that has literally dozens of pictures of him with the hottest celebs around. It ends up being very lucrative giving away free merchandise to celebrities, as the amount of exposure that they receive is so significant. It is also far cheaper than paying thousands of dollars to have the same celebs star in an ad campaign.
However, with men's tops starting from $57 and women's from $62, it is clear that this line is not only for the rich and famous. It is also reassuring to know that the Ed Hardy line will definitely not be going out of style any time soon. It is not often that you can say that about clothing, but with it being based on a style of tattooing that has endured for decades, we can be sure of many fashionable years to come.
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