Iconix Inks Ed Hardy Outerwear Deal

Iconix Brand Group has signed a new three-year licensing agreement with Gruner and Co. to be the exclusive outerwear licensee for the tattoo Ed Hardy brand in North America. 

Gruner and Co. will design and manufacture Ed Hardy outerwear for men, women and kids. 

"Ed Hardy's focus on creativity and free spirit speaks to today's consumer," says Caroline Arfa Massel, co-president, Gruner. "We are excited to pair our unmatched experience with Ed Hardy's storytelling and individuality." 

The outerwear line includes denim, track jackets, satin and velvet souvenirs, faux-leathers, bombers, bubble jackets and varsity pieces. Each item will feature artwork from Hardy’s original archives alongside bold colors and trending fabrics.

The new line of outerwear is planned to launch at department stores and specialty stores by Q3 2021.