Ed Hardy Launches Snow Division
The slopes are about to get a little more colorful.
Christian Audigier, the designer behind the Ed Hardy brand, has licensed his tattoo-inspired art and graphics (which already grace T-shirts, jeans, shoes, energy drinks, vodka, motorcycle helmets, wine, air fresheners, tanning products and housewares) to snowwear and hardgoods licensee Winter Concepts. Under the multi-year exclusive license, the Los Angelesshy;–based company will produce Ed Hardy Snow snowboards, skis, bindings, helmets, gloves, goggles, facemasks, snow pants, snow jackets, beanies, and snow vests for men, women and juniors. Buyers will get their first glimpse of the tattoo art and logo-heavy snow gear during the Jan. 22–24 run of the Action Sports Retailer Trade Expo in San Diego.
“The whole tattoo look is in high demand on the slopes,” said Ray Nosrati, Winter Concepts’ chief executive officer. “Most snowboard [and ski] brands focus on black-and-white apparel. There are no graphics, no color. Ed Hardy is big in fashion, and the Ed Hardy look would be a welcome change to what is currently available.” Ed Hardy Snow, like all the brand’s other licensed products, will make copious use of the vintage tattoo art and logos. Expect to see plenty of geishas, tigers, mermaids, hearts, skulls and dragons next winter.
Ed Hardy Snow will target major department stores and high-end boutiques in ski resort destinations. Products will be manufactured overseas and domestically. Looking to appeal to the core market, the brand is in sponsorship negotiations with athletes, Nosrati said. —Erin Barajas
