Ed Hardy
The brainchild of fashion icon Christian Audigier, Ed Hardy is considered the original "tattoo fashion" brand. Christian was the guiding spirit of the brand and worked obsessively to build it into a worldwide licensing behemoth that required daily design direction on a seasonal basis. I spent seven years as Design Director at Ed Hardy generating apparel and accessory designs as part of the design team that built the brand to be one of the largest success stories in fashion history. In 2013 I was part of an executive team that guided and positioned the brand for purchase by Iconix Brand Group.
Service
Design Direction, Apparel Design, Marketing Direction, Retail Design, & License Direction
The Ed Hardy Collection was made up of men's and women's apparel groups that spanned every category of clothing and accessories production. The lifestyle apparel brand dominated the fashion scene for many years and was distributed internationally across every continent.
There were over sixty Ed Hardy retail stores worldwide that required constant evolution of the interior environment to include dynamic retail merchandising and seasonal marketing campaigns.
Celebrity-driven Appeal
The marketing team at Ed Hardy leveraged Christian Audigier's personal relationships with celebrities to make sure that the products were always in the media. From the genesis of the brand, there were daily visits from the "who's who" of Hollywood to the world's premier athletes and musicians. A well-known outdoor advertising campaign featured Dwight Howard, the eight-time NBA All-Star center for the Orlando Magic.
