The Ed Hardy collection is known for embroidery, washing, splash-ink and other techniques, creating a feeling of decadence and extravagance, combined with popular tattoos like the tiger, skeletons, demons, daggers, and nudes, etc. It can be said the superb experience in design and color composition of Ed Hardy, makes a simple T-Shirt become designer wear.

The spring/summer 2011 collection focuses on pastel colors in both men’s and women’s apparel. The women’s collection takes on a more casual approach highlighting asymmetrical flare tops and tees, specialty tanks in tie and dye, lace detailing on tees and leggings. The collection also focuses on capris, knickers and shorts. The men’s collection this season introduces a range of basic colored tees with embroidered tattoos. The rest of the collection is divided into two themes; one has a very vintage, military feel with a lot of discharge prints, crystal work and flock printing, the other is a nautical theme with heavy enzyme washes, sailor prints and stripers.

Globally, Ed Hardy has close to 200 categories, however so far in India it has introduced Ed Hardy apparels for men and women, kid’s apparels, shoes, bags, sunglasses along with extensive range of accessories that includes sunglasses, watches, belts, caps, computer peripherals and mobile accessories. Ed Hardy currently has 10 stores across India, out of which four are EBOs and six are shop-in-shops. These are in Amritsar, Chandigarh, Delhi, Gurgaon, Jalandhar, Kolkata and Mumbai. Currently, the EBOs contribute 80 per cent of their business.

In the coming years WLRPL plans to open more stores across different formats, as consumers are getting fashion conscious and their high disposable incomes allow them to avail premium brands easily. WLRPL’s focus will primarily be North India and untapped markets in south and west, as it has a high level of brand awareness amongst consumers.

This season’s graphic t shirts are offered in basic, specialty and platinum collections, with and without rhinestone accents. Updated washes make the collection unique and fashionable. The new graphic tees, vintage tees and men’s t shirts range in styling from subdued to vibrant.

Ed Hardy polo shirts have classic polo styling and showcase just released Ed Hardy graphics. The latest polo shirts for men come with simple chest graphics and subtle logo markings. Embroidered polo shirts add an extra touch of class and sophistication to the line. These classic Ed Hardy polo shirts are perfectly suited for a family get together or a day of golf.

Button down shirts are a key item for men since they are versatile and can be dressed up with a blazer, or dressed down unbuttoned over a vintage tee. Ed Hardy men’s button down shirts are also updated and refined with classic touches. Plaid is always in style, and the Natural Mystic with Buddha graphic is perfectly situated against a plaid backdrop for a fresh twist on this style. The men’s button down shirts come in poplin and plaid with graphics that are embroidered, tonal or appliqué. Shop the men’s section of Ed Hardy for tattoo clothes online and see all of the latest must have button down shirts.

Hubert Guez, CEO of Ed Hardy said, “the new direction of men’s tattoo clothing is streamlined and classic, but also includes Ed Hardy colorful, trendsetting styles. It ranges from vintage to flashy, so even the most conservative man can wear tattoo clothes.”

Visit Edhardyshop.com to shop for trendy clothes online including designer t shirts, vintage t shirts, embroidered polo shirts for men, and wide selection of other shirts for men.

But that kind of retail demise just isn’t enough for some people. Just when Ed Hardy would go gently into the night, bringing its motorcycles, mermaids and bedazzled abominations to Hell along with it, someone had to put a bomb under the Ed Hardy deathbed and post a (fake) council notice in Melbourne’s Chapel Street.

We know it’s a fake because they’ve misspelled ‘Stonnington’. Also, the phrase “fuck-head Jersey Shore wannabes” probably exists outside of council’s communication style guide. Just a guess.

Reads the notice:

“The City of Stonignton [sic] and Chapel St [sic] Precinct hereby announce that Ed Hardy shall cease trading immediately.

Despite claims of financial troubles, Ed Hardy have [sic] actually contravened style and taste laws, and are [sic] no longer permitted within a 20km radius of Chapel St.

In turn, all you fuck-head Jersey Shore wannabes can go back to the suburbs, to spend the exorbitant amounts of cash you were going to use on bedazzled wifebeaters, on your illegitimate children instead.

Please do not return.”

Ed Hardy Women is a best-selling perfume from Ed Hardy, tattoo-extraordinaire. Grab a bottle of Ed Hardy Women for a discount at Scentiments.com.

Ed Hardy Sales Slow

THE Australian arm of American streetwear brand Ed Hardy has collapsed just three years after entering the local market,

Four of the chain’s 10 stores are being closed down by administrators.

Simon Wallace-Smith and Tim Norman, partners with accountancy firm Deloitte, closed the company’s eastern suburb Paddington store in Sydney, the Pacific Fair store on the Gold Coast and the Brisbane and Adelaide stores following their appointment as voluntary administrators on Tuesday. Mr Wallace-Smith said the collapse was a result of “slowing sales and the competitive nature of the retail industry” — factors many retailers have blamed for unimpressive performance over the past six months.

Six remaining stores — of which three are in Melbourne with another in each of Sydney, Perth and the Gold Coast — would continue to operate while the administrators assessed the company’s finances.

“The aim of the voluntary administrators will be to evaluate the financial position of the companies and to investigate options to restructure the business,” Mr Wallace-Smith said.

The administration relates only to the Australian business and does not affect the US parent company, Deloitte said in a statement.

News of the collapse follows a series of downbeat financial reports from major retailers, with camping and outdoor wear chain Kathmandu and Just Jeans parent Just Group downgrading sales forecasts as a result of a downturn in trading conditions since the start of the calendar year.

Woolworths’ Big W chain, furniture and electrical giant Harvey Norman and Wesfarmer’s Target chain have reported sales declines for the fourth quarter of the financial year.