ED HARDY arrives in New Zealand

ED HARDY is the latest US fashion trend to hit the streets of New Zealand. Think Melrose Place and Hollywood Boulevard; think Japanese art meets American tattoo! Now shop 18 Nuffield Street in Newmarket is New Zealand’s first home to the to ED HARDY label.

It was only five years ago that the man behind the brand, Don Ed Hardy set out to design his first ever clothing range. The legendary tattooist is known in many tattoo circles around the world as "The Godfather of Modern Tattoo” and celebrated as the namesake of this uniquely edgy clothing line.

Today the ED HARDY label has exploded onto urban streets, with more than 40 stores worldwide. Celebrities around the world have embraced the label such as Mariah Carey, Madonna, Katy Perry, Carmen Electra, Snoop Dogg, Sylvester Stallone, Christina Milian, Timberland, Fergie, Ja Rule and so many more!

To celebrate the Kiwi launch of ED HARDY, celebrity stylist Adam Saaks has landed in New Zealand from the US to take part in the launch event which will be held tonight in an exclusive Auckland City location. Saaks is described by many as “Edward Scissor-hands to the stars!” and has worked with names such as Eva Longoria, Lenny Kravitz, Audrina Patridge (The Hills), Kim Kardashian and many more. To see Saaks in action is a rare opportunity and many local personalities have already put their hands up to have their very own ED HARDY outfits custom cut by this creative master.

Saaks describes the creative process that’s involved in his specialised profession, “I start with a piece of clothing and cut it in a unique way to form a shapely piece of wearable art. From swimsuits, to dresses to tops, I enjoy working with natural curves and creating something to work with the subject’s personality,” he says.

The launch party will see Saaks cutting a range of models and celebrities on stage in front of an audience of more than 200 guests and media. The party will also feature an ED HARDY fashion show, American Chopper bikes and New Zealand band Elemeno P.

Over the next 2 – 3 years Warren Hignett the Director of ED HARDY New Zealand plans to open another 4 stores around the country in key cities such as Queenstown, Christchurch, and Wellington.

“The flagship store in Newmarket has been open more than a week now and with virtually no advertising or marketing it’s already attracting a good flow of shoppers. As New Zealanders we have an innate sense of originality and I think that’s an important part of our attraction to a brand such as ED HARDY,” says Hignett.

As well as the signature ED HARDY brand you can also find labels SMET, Christian Audigier, Crystal Rock, Paco Chicano and more to come. The ranges include women’s, men’s, hats, t-shirts, hoodies, dresses, jeans, watches, jewellery, shoes, bags, gym wear and kids.