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The death of Ed Hardy
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Ed Hardy by Christian Audigier merchandise
I am pleased to announce that the Ed Hardy craze the west coast was so fond of is coming to a stand still. After three years of saturating the market with their 'bro-hoe' antics, Ed Hardy's popularity is rapidly declining. One sold at major department stores, Buyers have begun to shun the brand, which has now been picked up by Cost Co. The brand's head designer, Christian Audigier licensed the rights to use the work of legendary tattoo artist, Don Ed Hardy to start up the clothing line. The high-end retailer saw much success over the past few years but saturated the market so much, that he basically drove the brand into the dirt. When I first saw the Ed Hardy lighters, I could see the beginning of the end for the multinational clothing line.
Von Dutch, circa 2000-2006
Christian Audigier is no stranger to branded trends reaching their peak and then declining drastically. He was the head designer at Von Dutch until it closed in early 2006. I am fortunate not to have wasted hundred of dollars on either trend. Sure, I own a pair of Ed Hardy shorts and a couple t-shirts but I can count how many times I have worn any of them on one hand. I hope this can be a lessen to trend-seekers not to invest so much in trends without being certain that those trends are actually going to make an impact. For now, I'll just sit back and watch the
Christian Audigier
brand enter extinction just like it's predecessor. I predict that in just a few years, everyone will denying the Ed Hardy trend ever took place, just as many deny subscribing to the tucker hats produced by Von Dutch. I'm even happier to report, that men are beginning to dress up more. The east coat flair, I know and love has finally reached San Diego and I urge you all to embrace it. In the meantime, take your Ed Hardy lighter and set fire to all those hideous temporary clothing because at this point in time, the lighter is probably worth more than the clothing is. It doesn't help that Jon Gosselin of Jon & Kate Plus 8, has been seen sporting the brand on a daily basis... do you really want to be seen in the same clothing as Jon Gosselin?
For more info: www.examiner.com/x-281-Caffeine-Examiner~y2009m8d13-Bastardizing-Ed-Hardys-name-for-a-horrible-energy-drink www.examiner.com/x-18242-Mesa-Fashion-Examiner~y2009m9d9-The-downfall-of-Ed-Hardy
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