ED HARDY RE-LAUNCHES WITH NEW LICENSING AGREEMENT WITH VANILLA STAR
Iconix Brand Group has partnered its Ed Hardy brand with new licensee Vanilla Star to re-introduce the brand’s apparel collection in the U.S. and Canada. Under the new licensing agreement, Vanilla Star has designed and manufactured an elevated collection of Ed Hardy men’s apparel.
The Ed Hardy brand celebrates the legacy of Don “Ed” Hardy and for the spring/summer 2019 season, the brand is going back to its roots. Hardy, known as the godfather of modern tattoos and an internationally-renowned artist, will be recognized in an upcoming retrospective at the de Young Museum in San Francisco this summer.
The new Ed Hardy line draws on this authentic heritage in tattoo culture and highlights Hardy’s catalog of tattoo artwork with an assortment of graphic t-shirts, tracksuits, printed woven shirts, hoodies, leather jackets, and embroidered denim jackets. In another nod to the craft of tattooing, the collection is made up of two parts: Walk Ins Welcome is the core collection with pieces featuring Hardy’s traditional tattoo flash art; while By Appointment Only is higher end, with hand-painted, custom and one-of-a-kind items.
“Iconix has an opportunity to re-invent Ed Hardy and our partnership with Vanilla Star is helping us write the next chapter for the brand,” said Bob Galvin, chief executive officer and president of Iconix Brand Group. “This elevated and artistic new collection will allow us to introduce the Ed Hardy brand to a new generation.”
Artwork from Hardy’s archives is showcased on made-in-the-USA graphic t-shirts made from super soft cotton with a faded vintage vibe. Rounding out the collection, all-over printed woven shirts feature repeating patterns that bring Hardy’s iconic artwork to life and retro tracksuits are accented with tattoo iconography and sporty contrast stripes.
The By Appointment Only line features t-shirts with bespoke details like paint splatters, tie-dye and hand-painted artwork, as well as one-of-a-kind customized vintage leather and denim jackets. Hand-selected vintage leather jackets have been refurbished and painted by local artists with artwork inspired by Hardy’s catalog. Additionally, restored vintage denim jackets are hand-painted, embroidered and washed to create a unique aesthetic.
