Arvind Lifestyle Brands Ltd announced that it has signed a long term licensing agreement with Iconix Lifestyle India Pvt Ltd, a JV between Iconix Brand Group, USA and Reliance Brands Ltd for Ed Hardy. Ed Hardy is the alternative lifestyle fashion brand that celebrates the classic American tattoo as an art form across apparel and accessories.
Arvind Lifestyle Brands Limited, a subsidiary of Arvind Ltd, one of the largest players in the apparel brands and retail space in India, with a portfolio of 13 international brands & retail concepts and 12 own brands, will hold the exclusive multi-year license to manufacture and distribute Ed Hardy apparel and accessories throughout India. Ed Hardy is projected to launch in India during Autumn/Winter 2013 with a new global product and price strategy.
J Suresh, MD and CEO Arvind Lifestyle Brands Ltd & Arvind Retail Ltd., said, “Ed Hardy is a well-known internationally recognized brand and enjoys the status of a ‘cult classic’ with massive fan following and a unique cutting edge image. We are thrilled to work with Iconix Lifestyle to bring Ed Hardy into India. As the brand rolls out in AW13, we foresee a very successful launch. Ed Hardy will also substantially strengthen our portfolio in the youth segment.”
Commenting on the alliance, Darshan Mehta, CEO of Reliance Brands said, “Tattoo art has a timeless appeal and Ed Hardy celebrates its history and beauty by creating dynamic apparel and related lifestyle products. We could not ask for a better partner than Arvind, as they understand this market extremely well and are equally committed to growing the Ed Hardy brand in India.”