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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 Levia��s, Diesel and Gas as competitors, and Asit Mandal, the Bengaluru-based design manager for the country, says, a�?From the beginning, we have always been placed differently. We have a bold, eccentric, divergent image.a�?
    About the branda��s appeal to the Indian crowd, Mandal, who has worked on the branda��s latest spring/summer collection says, a�?We (the designing team) were worried that Ed Hardya��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.a�?
    Biker chic
    The relaxed new collection in time for the Chennai outleta��s launch is based on the biker line called Indigo Illes. a�?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.a�? 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 branda��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, a�?Most of the Indian stores are sticking to belts and bags under accessories for now.a�? Ed Hardy has stores in Mumbai, Delhi and Bengaluru.

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

    a�� Sneha Jalan


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