| Inking a New Deal…
Does the name Christian Audigier
ring a bell? If so, it’s probably because he was the designer
we featured in our very first Style/Pick of the Week column nearly
two years ago. At that time, he was giving the Von
Dutch name legs as it was starting to turn into a phenomenon.
Although his storied tenure with Von Dutch ended in August 2004,
his passion for California culture and designing the perfect “artisan”
jean is still revved up, but taking a sharp turn into a new direction.
Just one month after bidding adieu to Von Dutch, Audigier was strolling
along Melrose Avenue when tee shirts bearing the distinctive marks
of Don Ed Hardy, reputed godfather
of the modern tattoo, caught his eye. Within days, he was meeting
with the purveyors of those tee shirts and buying the rights to
the name and signature designs of the ink master. And just six months
later, there is a storefront bringing Audigier’s vision to
life at 7829 Melrose Avenue. Audigier makes no bones about his plans,
which include opening other flagship stores in St. Tropez, Las Vegas,
Chicago and Detroit and expanding Ed Hardy into a full fledged “lifestyle”
brand which includes the tee shirts, jeans, belts, bags, energy
drinks, bar ware, belt buckles, children’s clothing and jewelry.
“I learned a lot from the Von Dutch experience, such as effective
marketing through celebrities and how to turn an All-American concept
into a lifestyle brand,” reflects Audigier. “Now, I
have the opportunity to do everything differently and on my own
terms. Even more importantly, I learned that imagination is more
important than money when it comes to creating something that can
be huge.” One thing that remains the same is Audigier’s
love for the Melrose Avenue community, just steps from his home
and his favorite restaurants and entertainment spots. Although he’s
just a few blocks away from the Von Dutch compound, he has so much
confidence in his new endeavor that the first store will be a perfect
fit in a shopping area known for its cutting edge style. Beyond
being a local hero, his work with Ed Hardy has already taken flight
with people like Ryan Starr (the
spokesmodel), Halle Berry, the
Hilton Sisters, Micky
Rourke as well as members of Velvet
Revolver, Maroon 5 and other
rock bands. With all his prior experience at Diesel,
Levi’s, American
Eagle Outfitters, Bisou Bisou,
Kookai and Von
Dutch, he’s not only starting a new chapter in his
career, but writing a whole new book on how to celebrate American
West Coast culture.
While the color palate of Audigier’s clothing is eye-poppingly
vibrant for both the men’s and women’s groups, the garments
all share a soft, lived in feel which he hopes wearers will cherish
as much the beloved vintage tee shirt that’s been in the closet
since high school. Further distinguishing them are Ed Hardy’s
naughty-and-nice tattoo designs, which like real tattoos, are carefully
etched into the cotton fabric with a secret technique that ensures
the patterns will be as vibrant after several wearings as they were
the day you bought it.
While the new Ed Hardy line took up an unprecedented eight booths
at the MAGIC show in Las Vegas
(the definitive trade show for cutting edge sportswear and denim
brands), stores where you can currently find Ed Hardy tees and other
fashion statements include American Rag,
Giselle Tune, Fred
Segal, Black Market, Black
and Blue, H Lorenzo, Upstairs
and The Lounge in Soho. Also, don’t
miss the web site www.donedhardy.com.
This week, 6 lucky readers will experience
the unique way Audigier has brought the assertive and rebellious
spirit of the tattoo artform to a wider audience.
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