ed hardy clothing

Who is Ed Hardy? As I am handed a sample of his perfume ‘Love & Luck’ by the representative I am told it’s his second perfume and that there is one for males and one for females.

Ed Hardy



Do I like it? Yes, I think. It’s a curious blend of fruits and spices. It would commonly be called a ‘fruity gourmand’ scent. At first whiff it’s the citrus of bergamot and blood orange. As I look at the rep with his ‘you are so going to love it’ look on his face I turn the bottle towards me. It’s a cylinder glass in cream background with the tattoo of a geisha on the front all done in off white black and red. He lifts this tattooed cylinder to reveal a plain glass bottle inside, as if the outer is a piece of ink art wrapped around this fragrance. Now I am beginning to get the aroma of blackcurrants berries, plums and pink pepper.

This is intriguing. Like a summer pudding with ripe berries sugar and spice! The softness is accentuated by the musk, cedar sandalwood and patchouli in the base note. I look at the rep and he has that ‘I told you, you would like it look’ plastered on his face.

But who is Ed Hardy? Is he a tattooist, a bohemian artist in the Soho area of New York? Is he a designer of street fashion or club wear? I imagined some hedonistic artist with a passion for ink and scent.

The Ed Hardy brand as we know it is the creative idea of Christian Audigier, after he obtained the exclusive rights to the designs of Ed Hardy the Godfather of Tattoo.

A French entrepreneur, nightclub owner and fashion creator to the stars. Christian was known as the ‘King of Jeans’ and was the creative force behind Von Dutch. Signature caps, skateboards, jewellery etc.... are amongst some of his contributions to street fashion. His following in LA is enormous with celebrities, athletes, musicians and artists of all sorts wearing, drinking and immersing themselves in his products. It has become a lifestyle for the likes of Paris Hilton, Britney Spears and Kenye West, to name a few.

Christian Audigier has captured the essence of ‘generation Y’ in one bottle; creative, wild, free and youthful.