Ed Hardy Debuts Christian Audigier
The tattoos on Ed Hardy T-shirts may be vintage, but the Los Angeles–based brand is developing retail businesses that are new. On Dec. 14, the company opened a debut boutique for its new line, Christian Audigier, named after the company’s French-born founder. The 1,100-square-foot store, at 7819 Melrose Ave. in Hollywood, specializes in the new line’s luxury caps, pants, jackets and T-shirts inspired by tattoo art. T-shirt price points are $95–$270. They are produced in small editions of 1,000 pieces. The designer is also considering opening a custom denim boutique or an Ed Hardy men’s store on Melrose Avenue this year, according to a company representative. The custom denims are already sold at the Ed Hardy boutique. Price points are $235–$475 for the Levi’s 501 jeans that Audigier customizes with rhinestones, patches and studs. —Andrew Asch
