Rock Stars, Celebrities, Tattoos and UberCool
By Shelly Schweizer

While growing up in southern France, Christian Audigier idolized Mick Jagger, but couldn’t sing. Instead, he channeled his rock and roll spirit into his work as a Los Angeles fashion designer. Audigier’s Ed Hardy brand of clothing and footwear are worn by some of the most famous bodies and soles in the world. His casual, cool and comfortable clothes and shoes defy the ordinary in every imaginable sense. The Ed Hardy design aesthetic is the ultimate L.A. style ~ decadent, dangerous and cool.

Audigier previously designed for mainstream American clothing manufactures including Levis, Lee and Diesel. His work at Von Dutch transformed that brand, garnering Audigier celebrity attention and cult status.

In 2004, Audigier bought the rights to the tattoo designs of Don “Ed” Hardy, the man considered the “Godfather of Modern Tattoo.” Hardy is a painter and printmaker whose work is part of the permanent collections of prestigious museums including the San Francisco Fine Arts Museum and the Contemporary Museum in Honolulu.

Hardy began working with tattoos as a medium and is known for his bold designs, often depicting images and icons from fringe cultures like surfing, hot rods, and cholo.

Instead of using skin as a canvas, Audigier uses fabric as the medium for Hardy’s original tattoo designs, creating a wild pastiche of form and color that is sexy and subversive.

His client reads like a Who’s Who of the Hollywood A-List: Paris Hilton, Pamela Anderson, Jamie Foxx, Brad Pitt, Orlando Bloom, Dave Navarro, Madonna, and even her daughter Lourdes (who is featured on their website in her Ed Hardy togs), among others. On the left coast, anyone who is someone or wants to be someone wears Ed Hardy clothing and shoes.

For spring 2007, the collection of Ed Hardy shoes focuses on comfort and cool, and tweaks some traditional styles in unusual, often whimsical ways. They’re introducing a new ballet style flat this spring that is far from demure. Thin leather flats in an array of colors are embellished with tattoos of eagles, skulls and flowers.

Espadrilles are also an important part of the spring collection. High espadrilles in bright fabrics are decorated with tattoo flowers and animals across the tops of the foot. Low espadrilles in muted colors are designed with simple black, cholo style tattoos of wild animals and skulls.

The “Rumor” style of high top sneaker is another standout for spring. Panthers, leopards, and eagles boldly scream out from bright yellow, orange and green backgrounds.

Audigier’s rock and roll ethos and wild blend of images and colors carry into his casual clothing line, too. His body conscious line of Tshirts and tank tops are decorated with tattoos, geishas, and skulls and are embellished with rhinestones, studs and foil.

New this spring are longer tanks and tunic style tee shirts, perfect with skinny jeans or leggings. Hoodies are a big part of the collection in fabrics like cotton, felt and Lycra. Comfortable drawstring shorts and capris and board shorts are also emblazoned with tattoos.

Ed Hardy spokesperson Megan Dorsey says that their clothing line is popular because L.A. is seen as trendsetter in terms of style and fashion and people across the country want to emulate the look. “People like that style,” said Dorsey. “They want to wear what the celebrities are wearing.”

Dorsey said that there isn’t a typical Ed Hardy customer and that their clothing appeals to people of all ages. “Our customers tend to be fashion forward. They’re for someone who likes to be a trendsetter and express themselves through their clothes and shoes. They’re for someone who likes to stand out.

Ed Hardy’s super-hot clothing and shoes are available at KANGAROO CROSSING in Worcester and exclusively at CHELSEA’S in Leominster.