Celebrity star heads for Oz
Diversified Melbourne company Entertainment Development Group (EDG) has acquired exclusive Australasian distribution rights to hip US label Ed Hardy.
Created by Californian fashion designer Christian Audigier as a homage to California's 'Godfather of Tattoo' Don Ed Hardy, and characterised by a blend of tattoo-culture themes and vintage inspired styles, the Ed Hardy range includes tees, denim, leather and accessories across men's, women's, kids' and footwear categories.
Priced from $79 for a basic women's tee to $159 for a rhinestone embellished version, the brand would be a hit with a broad range of Australian shoppers, confirmed EDG managing director Gary Berman.
"The demand for Ed Hardy and Christian Audigier in Australia is enormous as, until now, the product has not been available yet Australian consumers have regularly seen it worn by stars such as Madonna, Heidi Klum, Britney Spears and others featured in consumer magazines including New Idea, NW or Women's Weekly.
"The design, the strength of the brand and most importantly the materials are what makes Ed Hardy so sought after. Christian Audigier uses incredible wash methods on his hoodies and jeans, to make his products the most comfortable consumers will purchase."
Consumers' aspirations would be answered with the opening of the first Ed Hardy flagship store in November in the heart of Melbourne fashion precinct Chapel Street, while further concept stores were scheduled to open in Sydney, Queensland and New Zealand in 2007, he confirmed.
The retail flagship stores will carry the complete range, which includes several hundred styles. Men's clothing will feature tees, hoodies, jeans and sweat shirts, women's will offer tunics, dresses, tees, jeans and shorts; while kids headwear and a wide range of footwear including deck shoes, Converse style sneakers and thongs would also be available.
"With the stores carrying the whole range, the Ed Hardy will be incredibly well supported and represented in Australia," Berman said.