Brand management company Iconix Brand Group has signed a new three-year licensing agreement with Gruner & Co. to be the exclusive outerwear licensee for the Ed Hardy brand in North America. As part of this new deal, the family-owned and operated outerwear maker will design and manufacture Ed Hardy outerwear for men, women, and kids.
“Ed Hardy’s focus on creativity and free spirit speaks to today’s consumer,” said Caroline Arfa Massel, co-president of Gruner. “We are excited to pair our unmatched experience with Ed Hardy’s storytelling and individuality.”
The new line will include an assortment of denim and track jackets, satin and velvet souvenir jackets, faux-leathers, bombers, bubble jackets, and varsity pieces. Not conforming to traditional norms, each item has an eye-catching combination featuring artwork from Ed Hardy’s original archives alongside bold colors and trending fabrics. This expressive and artistic new collection will reflect Ed Hardy’s individualistic, passionate and youthful aesthetic targeting the Millennial and Gen-Z market.
The new line of outerwear is planned to launch at department stores and specialty stores by the third quarter of 2021.