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    Graphic edition

    Ed Hardy launches in the city with a spring/summer collection that includes a biker line.

    OPENED last week at Phoenix MarketCity, Ed Hardy is globally identified by Japanese tattoo art inspired illustrations. Now in collaboration with Ahmedabad-based textile giant Arvind Lifestyle Marketing Brands, Ed Hardy brings competitive prices and reined-in designs for the Indian market. The brand has Levi’s, Diesel and Gas as competitors, and Asit Mandal, the Bengaluru-based design manager for the country, says, “From the beginning, we have always been placed differently. We have a bold, eccentric, divergent image.”
    About the brand’s appeal to the Indian crowd, Mandal, who has worked on the brand’s latest spring/summer collection says, “We (the designing team) were worried that Ed Hardy’s signature loud, in-your-face look would be too bold for the Indian market. We also needed to bring the pricing down. We made the designing simpler, and the avant-garde and outrageous graphics were toned down.”
    Biker chic
    The relaxed new collection in time for the Chennai outlet’s launch is based on the biker line called Indigo Illes. “The shirts are made of lightweight cotton, linen and chambray. We have featured washed-down Indigo (jeans) to match checked shirts, which contrast with ivory and pastel shades. The more theme-specific shirts are inspired by Marine life, with sea horses, crabs and our trademark dragon in lazer-print.” The other collection is the Urban Wildlings, inspired by both American biker and street-wear, with lots of metal studding.
    Also on shelves
    Targeted at age groups of up to 35-year-olds, the brand’s kidswear is not in the country yet. The brand is known to retail perfumes, bags, hair styling tools, watches and lighters, and Mandal says, “Most of the Indian stores are sticking to belts and bags under accessories for now.” Ed Hardy has stores in Mumbai, Delhi and Bengaluru.

    Rs 1,099 onwards. 10 am to 9.30 pm. Details: 30083641

    — Sneha Jalan

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