New Resources Guide: Ed Hardy Snow
The slopes are about to get a little more colorful. Christian Audigier, the designer behind the Ed Hardy brand, recently licensed his tattoo-inspired art and graphics to snow wear and hard goods licensee Winter Concepts. Under the multi-year exclusive license, the Los Angeles–based company is producing Ed Hardy Snow snowboards, skis, bindings, helmets, gloves, goggles, face masks, snow pants, snow jackets, beanies and snow vests for men, women and juniors.
Ed Hardy Snow makes copious use of the brand’s vintage tattoo art and logos, including geishas, tigers, mermaids, hearts, skulls and dragons.
“The whole tattoo look is in high demand on the slopes,” said Ray Nosrati, Winter Concepts’ chief executive officer. “Ed Hardy is big in fashion, and the Ed Hardy look [will] be a welcome change to what is currently available.”
The line is targeting major department stores and high-end boutiques in ski resort destinations. Products are manufactured overseas and domestically. Looking to appeal to the core market, the brand is in sponsorship negotiations with athletes, Nosrati said. —Erin Barajas
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Wholesale Price Points: $30–$300
