Consider the range of Ed Hardy-branded beverages: vodka, beer, energy drinks, coffee, tea, whiskey, tequila, energy “shots,” something called “structured water.” And, of course, wine. I mean, Cabernet Sauvignon at Whole Foods? How skate punk is that?Īlthough he’s not the first to invoke the phrase “lifestyle brand,” Audigier is well on his way to giving it the force of literalism. The truth is I admire Audigier’s audacity in challenging the wisdom that a brand image must convey some kind of verity about the product, however slight. Of course, I’m twice the target demo and my late-night partying involves seven to nine hours of deep, restful sleep. As a brand, Ed Hardy is even more promiscuous than Juicy Couture. Hermes it’s not.Īudigier has saturated the market to the extent that now Ed Hardy stands for trend slavery at its most vacant-eyed and autonomic. For one thing, there is a huge metaphorical hole in this brand, which trades on the committed authenticity and street-level edginess of Don Ed Hardy’s skin art to sell overpriced T-shirts to kids at the mall. To be honest, I wouldn’t be caught dead in Ed Hardy. In March, Audigier announced a licensing agreement with Beverly Hills “celebrity” dentist Eric Fugier to create a line of Ed Hardy branded toothbrushes, dental floss and mouthwash. you feel me, dog? There is, apparently, no shark Audigier dare not jump. Las Vegas nightclub, Beverly Hills boutique. The brand has pretty much exploded.Īudigier’s conglomerate now comprises eight global brands - including the modestly titled Christian Audigier imprint - and more than 75 licensees. In 2004, Audigier scored a licensing agreement with tattoo and graphics artist Don Ed Hardy, a Bay Area legend in ink, and soon Ed Hardy graphic designs began appearing on, well, everything: T-shirts, hoodies, purses and perfume, socks and sunglasses, barware and bedding, swimwear and underwear.
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