The story behind luxury streetwear brand Ed Hardy

is considered one of the most meteoric rises in fashion

history. The man behind the brand is Christian Audigier

and in less than 6 years he has amassed 9 international

fashion brands, sixty licenses and countless celebrity fans.

Audigier began his fashion life at Mackleen Jeans and

he went on to work for many illustrious denim brands

including Diesel and Levis. His distinctive and much-copied

style earned him the title “King of Jeans” within the industry.

He is also responsible for catapulting the Von Dutch

streetwear brand from obscurity into a household name.

The iconic trucker cap became a cult classic on the urban

fashion scene and was picked up on by movie-stars and

sport-stars on both sides of the Atlantic.

In 2004 he left Von Dutch to launch Ed Hardy and was

granted exclusive rights to the designs of Don Ed Hardy who

is commonly referred to as the “Godfather of Tattoo”.

Together they have created not only an instantly recognisable

brand but a lifestyle of street couture endorsed by the likes of

Madonna, Britney Spears and Kanye West.

Born in the South of France, he has come to embody the

pinnacle of success in achieving the American dream.

His clothes are bold and brash, bursting with colour, a melting

pot of inspirations, for young and old alike, loved by the

beautiful people. If LA was a t-shirt – it would be an

Ed Hardy t-shirt. And if it was a leather jacket it would

DEFINITELY be this one:

Fellow Californian native Don Ed Hardy is a legend amongst

the tattoo community and recognised around the world for his

technical brilliance and mesmerising imagery. He pulls from life

experience to meld American, Japanese, Cholo, tattoo, surf and

hotrod iconography.

This broad spectrum of taste and experience, coupled

with an ongoing investigation of various art histories

and a mastery of technique, gives his work a unique range

of depth. Put this talent into a fashion context and you

have a fascinating collaboration with no limits.

Jules B is proud to present the Ed Hardy range of

leather jackets for men and women. To view the

pieces that have arrived so far and to buy now

click here or email fashion@julesb.co.uk to request

email alerts when the rest of the collection arrives.