Audigier, European models + DJ Romain Pelletti to funk up Magic
06 Sep '07
4 min read
Department stores including Nordstrom, Bloomingdale's, Macy's and Dillard's, and exclusive boutiques such as Atrium, Lounge, LuLu Couture, M. Fredric, Up Against the Wall, Planet Funk and Le Lotus Bleu carry the lines evidence of their appeal stretching across race, gender, and age demographics.
Christian Audigier, Ed Hardy and Smet have devoted fans outside the U.S. as well. The distinctive tattoo-inspired hats, T-shirts and hoodies can be seen everywhere from Japan and Germany to Australia, Dubai, and the Czech Republic.
"The response to our lines was phenomenal!" stated chief operating officer Henry R. Mandell. "This reflects the evolution of our brands into must-have items for leading retailers. The strong demand is clearly a reflection of our in-store performance."
Christian Audigier began his career at age fifteen in his native Avignon, France. In over three decades, he has designed and influenced such companies as Levi's, Naf-Naf, Diesel, Fiorucci, Guess, Bisou Bisou, Bebe, and American Eagle Outfitters, among many others.
In 2001, he joined Von Dutch as head designer, and his vision made it one of the most prolific brands in recent history. Notably, it was at Von Dutch that Audigier directed his attention toward a simple, and somewhat surprising accessory: the trucker hat. He deftly transformed this normally unattractive headwear into a hot accessory that has inexplicably defied mere trendiness.
After three years there, the French-born phenomenon decided to strike out independently. Being a lifelong admirer of tattoos, he sensed a new trend and asked legendary tattoo artist Don Ed Hardy to collaborate with him, together creating an even bigger fashion sensation. Ed Hardy clothing appeals to those who crave designer tattoos without the pain.
That overwhelming success inspired him to launch his eponymous Christian Audigier brand in 2005, clothing with the same Ed Hardy vitality, but with more luxurious fabrics and stunning designs that steadily entice typical Gucci, Prada and D+G clientele looking for a bit more. In the words of designer Tommy Hilfiger, "The stuff is brilliant, just amazing!"
Recognizing further opportunity, Audigier looked to the streets of Los Angeles, New York, Paris and beyond to create yet another line in August, 2006, this time a more edgy, rock 'n' roll-inspired line offering darker colors with simple, straightforward designs.
Partnering with childhood friend Johnny Hallyday, the legendary French rock 'n' roll superstar, "Smet" Born on the Street has become the fastest growing brand within Audigier's empire.
marketing@alchempro.com
