Ed Hardy became a hit years back with their trademark vintage tattoo designs on t-shirts, about the same time the skull trend took off. I think teens and young adults latched onto the trend feeling a little more rocker, edgy, or risky. Within the last couple years, Ed Hardy has been everywhere. Shirts, t-shirts, shoes, hats, belts, and handbags can be found at about every department store and the t-shirts even pop up at discount retailer chains such as Marshall’s and T.J. Maxx. Ed Hardy designs can even be found on lighters and shot glasses.

Everyone has been seen wearing the ed hardy shirts including every pre-pubescent teen and ‘Guido’ on the jersey shore, and scores of v.i.p. club wanna-be types. A common pop- culture slang term for proud wearers of blinged Ed Hardy shirts would be the ‘douche bag’ . I even saw an older gentleman wearing Ed Hardy at a gas station. I wondered if he picked up the t-shirt from his son’s laundry, and if he had any idea what it was about. Perhaps he was in the midst of mid-life crisis and like many was trying to look young, hip, and hardcore.

Celebrity endorsement has had a major role in the success of Ed Hardy. Many celebrities have been seen wearing the brand. Britney Spears, Lil’ Wayne, David and Victoria Beckham, Pamela Anderson, Shakira, Fergie, Carmen Electra, Paris Hilton, Hulk Hogan, Snopp Dogg, Madonna, and Brad Pitt are just a small dent in the enormous Hollywood crowd seen rocking the brand. Celebrity following made the brand take off, but it is speculated that many received the brand for free while the rest of America pays upward of $100 for t-shirts and hats to look “Hollywood”. Britney Spears was once seen gathering a whole collection of Ed Hardy apparel at their warehouse. It is a smart marketing ploy. Teens and young adults want to look like celebrities and wear what celebrities wear. Giving the apparel to celebs frequently photographed and covering the tabloids with Ed Hardy is smart for business.
Jon Gosselin in Ed Hardy

Another recent follower that may be the downfall of Ed Hardy is Jon Gosselin, of TLC’s hit show Jon and Kate plus 8. As a 32 year old father of eight I’m not sure why he suddenly repeatedly sports the brand. His support of the skull t-shirts, tattoos, and earrings may help him make a statement, but he leaves me never wanting to wear Ed Hardy again. Jon was seen in photographs aboard the yacht of the designer behind Ed Hardy, Christian Audigier. Due to the summer’s recent tabloid obsession with Jon, it is rumored that he also received all the clothing for free by Christian Audigier.

Britney Spears in Ed Hardy

In the past, Christian Audigier had a hand in the Von Dutch brand. Von Dutch was another short lived trendy brand loved by celebrities. Von Dutch rose to success and quickly died and it’s time for Ed Hardy designs to do the same. I’m tired of seeing the angry tigers, geishas, skulls, koi fish, and ‘love kills slowly’ designs. If you love tattoos then be original and get a real one.

I recently threw on an old Ed Hardy t-shirt to wear to the gym and I found myself wondering if people think I’m seriously trying to be cool. It’s not that I’m against the brand because everyone’s into it, but it has definitely lost its appeal. It is far from edgy when people everywhere are wearing the brand, people who wouldn’t dream of getting a tattoo, and are anything but “bad ass”. The designs are worn out and overused. If you visit the Ed Hardy website they are running out of new ideas as where to print their designs. The last place I want an Ed Hardy design is on a pump or a polo. Yes, they are making ladies’ polos with tattoo designs, which seems a little faux pas to me. Tattoos are permanent but luckily tattoo designs on clothing aren’t. I admit I once embraced the trend but trends come and go. I have an old Von Dutch bag and trucker hat that were once hip but now sit in a box gathering dust. I imagine it’s about time for the Ed Hardy gear to be added to the pile. It’s officially the end of an Ed Hardy era and time for the trend to die, perhaps be ‘killed slowly’.