Under the licensing agreement, Vanilla Star will leverage Iconix’s Ed Hardy license to design and manufacture a line of men’s apparel. The collection will include graphic t-shirts, tracksuits, printed woven shirts, hoodies, leather jackets and embroidered denim jackets featuring classic Ed Hardy designs.
“Iconix has an opportunity to re-invent Ed Hardy, and our partnership with Vanilla Star is helping us write the next chapter for the brand,” said Bob Galvin, chief executive officer and president, Iconix Brand Group. “This elevated and artistic new collection will allow us to introduce the Ed Hardy brand to a new generation.”
The Iconix Brand Group acquired the Ed Hardy brand in 2017 after it bought out its Iconix Canada partner for $19 million.