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Iconix Europe are proud to announce the latest Ed Hardy collaboration with cult London based streetwear label Unknown . This is Unknown’s first collaboration with the legendary tattoo brand, which brought tattoo artistry out of the dark and into the world of fashion in 2002 becoming one of the most desired brands of its time.

The Ed Hardy brand is synonymous with tattoo culture and the broader universe it is a part of; a community of individuals who are unapologetically passionate and enthusiastic about telling their story. Art, self- expression and reinvention are at the heart of the brand.

At its core, Ed Hardy is an alternative lifestyle fashion brand that celebrates the classic American tattoo as an art form whilst drawing on Japanese tattoo aesthetics. Don Ed Hardy is considered by many to be the Godfather of Tattoo. His work offers timeless appeal. The mission is to stay true to the essence of Don Ed Hardy’s original inspiration for his art and celebrate its history and beauty by creating dynamic apparel and related lifestyle products. Today Ed Hardy is a global consumer products brand sold in over 55 countries and 50 different categories following a carefully curated relaunch over recent years.

The Unknown x Ed Hardy range includes denim, jackets, tees, sweatsuits and accessories all featuring Ed Hardy prints and embroidery. Unknown are best-known for their rhinestone tracksuits, and this capsule sees these reworked through Ed Hardy’s aesthetic perfectly fusing the most instantly recognisable aspects of both brands and encapsulating the collaboration. Unknown enlist the support of US influencer, model and stylist Bloody Osiris who fronts the campaign.

Unknown was launched in 2016 through the creative collaboration of Callum Vineer and Joe Granger. The past year has been a breakout year for the brand experiencing 500% growth through instant sell-out drops of their signature styles. Unknown was built on community, and this remains at the heart of the brand with pop-ups, parties, competitions and direct interaction with customers central to the brand’s founding philosophy.

The Unknown x Ed Hardy Drop #1 went live on Sunday 12th December at 8PM GMT, the collection sold out within 2 minutes of going live. Drop #2 will be launching soon and will be available via the Unknown website, Unknown London


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