Ed Hardy evokes the opposite of the “cool” culture

When I got my first Tattoo 20 years ago it was still considered not a very mainstream thing to do. I thought about my decision for almost a year before the ink settled under my skin for good. Looking back now, with nearly half my body decorated with art from at least 7 different professionals, my work tells the story of my life. My tattoos follow my trials and tribulations documenting my history and accomplishments. I literally wear my heart on my sleeve.
ed hardy evokes the opposite of the “cool” culture. The ones emptying their pockets to look like carnival rides are generally…well tools. The guys are muscle heads who’s idea of fun is a night at the local club complete with table service that screams “I have money - don’t you want me”. While the ladies outfits scream, “I’m easy and I date douche bags”. Like a neon sign, those like-minded individuals can come together and know exactly what to expect. The Sailor Jerry customer is probably found at the local dive bar, by the juke-box, cigarette in one hand, PBR in the other. The ladies, rock-a-billy hotness with style and flare that sets them apart.
Not everyone takes it so personal. A few years back when tattooing lost its taboo every cheerleader, housewife, accountant and kid with disposable income lined up for a little pain. The industry got smarter, the idea got popular, and the apparel industry got crafty.
This week at MAGIC I had an opportunity to see both lines represented for the retail fashion industry at large. Christian Audigier currently not only designs the atrocious ed hardy line but Crystal Rock, SMET, and more. He took over an entire corner of the trade show, roughly 37 individual booths along with his own personal runway and stage. Sailor Jerry had one booth…10′x 20′. Audigier simply does not have the ability to edit anything. Its astounding the amount of stuff he has managed to generate and decorate. Everything from computer accessories to Champagne, shoes to sunglasses, winter coats to underwear. Its gone too far. Sailor Jerry on the other hand has a delightful collection of cut and sew pieces, tattoo themed of course but not over the top and not a rhinestone among them. There is a small collection of handbags and accessories, and of course the Rum. But of the two brands, the customer couldn’t be further apart.ed hardy clothing