William Shakespeare said once, “What's in a name?” Contrary to the quote, it's all there in the name today. A T-shirt for Rs.15,000, jeans for Rs.10,000, a pair of denim shoes Rs.5,500, even bathroom slippers for Rs.3,500. A look at the tag and the brand name justifies it all. Enter Ed Hardy, the cult youth brand from America, latest foreign entrant to the booming Indian fashion industry.
The punk designer clothing line designed by Christian Audigier is based on the tattoo works of Don Ed Hardy, the famous American tattoo artist. Cashing in on the ever-growing hip-hop culture in India, Ed Hardy is here with its summer-spring collection of clothing and accessories for both men and women. Said Kenneth Peter of Wadhawan Group, the promoters of the brand in India, “India has got a fast-paced fashion culture, dominated by the youth. Pop culture is on the prowl. So, Ed Hardy is here to meet their off beat demands.”
The brand is spreading fast in the Indian markets with three exclusive theme showrooms already opened in the Delhi-NCR region and Mumbai and one opening up shortly in Delhi's DLF Mall, Vasant Kunj. The theme showrooms, complete with un-plastered brick walls, vibrant lights, break panel tattoo wall hangings displaying Don Ed Hardy's imageries, customised motorcycles and the trademark 3D logo ‘Love Kills Slowly', exude the essence of Ed Hardy.
With its glittery, Gothic designs depicting geishas, nudes, hearts, daggers and skulls, and radiant colours, the designer-wear brand primarily focuses on the party-going youth. From jeans to non-denim lowers, shorts to capris, T-shirts, polo shirts, gunjees, evening gowns, hoodies, track suits, cardigans and many more, Ed Hardy has a wide range of collections and categories. The brand also offers accessories, including watches, headgear, goggles, bags, belts, shoes, sandals, flip- flops and slippers to compliment the clothing.
A further attraction from the brand are exclusive trendy gadgets like pen-drives, mouse, mobile carry cases and Don Ed Hardy tattoos and stickers.
However, asneak peak at the price tag assures that Ed Hardy is not everyone's cup of tea. The ultra-expensive brand is meant only for the deep-pocketed. For others, there is Janpath, where Rs.150 will do for fake.
