Wonder what makes Ed Hardy one of the most sought after brands among the Hollywood celebrities? Well, the man behind the action is the legendary Don Ed Hardy. Revered as the godfather of contemporary American tattoo, he has successfully married the best of two different cultures – American technology with the aesthetic Japanese design. The result is the irresistible and arty, tattoo-based Ed Hardy clothing and accessories.

When Christian Audigier approached Ed Hardy with his business idea in 2004, Ed Hardy was already a famous name in the world of tattoo designing. By brilliantly combining Hardy’s imagery with Audigier’s marketing acumen, the brand soon became a hit with the fashion-savvy people across the world. In September 2005, a 10-year license agreement was signed between Audigier’s Nervous Tatoo Inc and Hardy life for further growth of the clothing line.

Many consider the unique marketing strategy of Audigier as the reason for success. Instead of spending hefty dollars on marketing campaigns, Audigier gave his celeb-friends free merchandise. This might have paid in the form of lucrative business opportunities and economic success.

The other undeniable factor behind the huge success of Ed Hardy line is its timeless appeal. The inclusion of vintage punk elements has boldly redefined the remarkable American spirit, making Ed Hardy clothing line widely known in street fashion. This is a great positive for those who want to invest in quality, rock-style clothing. The clothing line includes a wide range of products such as Ed Hardy t shirts, denim, sweaters, tops, and other items for men, women and children.

Today, Ed Hardy has diversified into accessories such as Ed Hardy shoes, Ed Hardy belts, scarves, jewelry and sunglasses among others. Ed Hardy shoes (particularly, its sneakers) are a hit with children because of their cool and stylish flap designs that feature collage of tattoos. When the flap is on, you get a funky style; as you remove it, the colorful sneaker transforms into subtle low-rise sneaker.

According to the latest update in 2009, Ed Hardy has filed a $100 million law suit against Christian Audigier for alleged promotion and distribution of Hardy’s work without his permission. Hardy has demanded immediate cessation of the 10-year license agreement with Audiger.

Guest Blogger: Nina