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Ed Hardy - Another Von Dutch In The Making?

Tue Mar 18, 2008 6:56 am

You've seen them - the uber-trendy Ed Hardy t-shirts, sweaters, etc being worn by celebs, rockers, pseudo-celebs, etc. And it appears this line, based on graphic artist Don "Ed" Hardy's work is taking off worldwide.

Or is it?

This happened a few years ago, with another "Where did THAT trend come from?" clothing line, Von Dutch. They had excellent product placement, ensuring the rich and the famous were seen wearing their clothes, guaranteeing that suburban trend-followers would pay $95.00 for a trucker hat with the logo, a plain t-shirt, and so forth.

And within a year, you could find this same crap for $10.00 in bargain basements nationwide.

So will Ed Hardy designs follow the same path?
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RE: Ed Hardy - Another Von Dutch In The Making?

Tue Mar 18, 2008 7:55 am

I'm guessing it will probably tank along with the Christian Audigier brand in the next year. It should have already but don't underestimate the purchasing power of the growing up gotti kids from New Jersey. It's not an exclusive brand by any stretch, it's even sold in Nordstrom, so any illusions of it being difficult to obtain have worn off. I admit to owning the stuff, though I bought it back in 2005 when it was something few people had. I remember going out and people coming up to me asking me where I bought it, once that stopped, I threw it in the back of my closet with my FCUK jeans.
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RE: Ed Hardy - Another Von Dutch In The Making?

Tue Mar 18, 2008 8:48 pm

This stuff definitely will be sold in places like Value City, T.J. Maxx, Marshall's and Ross by this time next year. Honestly, even then I wouldn't buy any of that stuff.

The mainstreaming of a "cult" brand ruins it. A few years back, Fred Perry and Ben Sherman both starting being sold in major chain department stores, and at the same time, they dropped many of their classic designs and styles for more "hip and trendy" colors and patterns. It made me never want to buy another one of their shirts again.

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