Arvind to launch Ed Hardy fashion brand

Arvind Lifestyle Brands will launch the Ed Hardy fashion brand later this year. The company has signed a long term licensing agreement with Iconix Lifestyle India Pvt Ltd, a joint venture  between Iconix Brand Group, USA and Reliance Brands Ltd for Ed Hardy.

Ed Hardy is the alternative lifestyle fashion brand that celebrates the classic American tattoo as an art form across apparel and accessories.

J Suresh,  managing director and CEO  Arvind Lifestyle Brands said, "Ed Hardy s a well known internationally recognised brand and enjoys the status of cult classic with massive fan following and unique cutting edge image.''