Brand management company Iconix Brand Group, Inc. has signed a new three-year licensing agreement with Gruner and Co to be the exclusive Outerwear licensee for the ED HARDY brand in North America.
Gruner, a leader in the outerwear industry, has been family-owned and operated for the past three generations. With a reputation for manufacturing high quality, inspiring styles, and sharp attention to details, Gruner has produced outerwear for many top brand names.
Gruner and Co will design and manufacture ED HARDY outerwear for men, women, and kids. The line will be available in September.
Caroline Arfa Massel, Co-President of Gruner, said, “Ed Hardy’s focus on creativity and free spirit speak to today’s consumer. We are excited to pair our unmatched experience with Ed Hardy’s storytelling and individuality.”
In today’s environment, everyone is looking for something uplifting as they walk, dine and gather outdoors. ED HARDY outerwear offers just that. The new line includes an assortment of denims, track jackets, satin and velvet souvenirs, faux-leathers, bombers, bubble jackets, and varsity pieces.
Not conforming to traditional norms, each item has an eye-catching combination featuring artwork from Ed Hardy’s original archives alongside bold colors and trending fabrics. This expressive and artistic new collection will reflect Ed Hardy’s individualistic, passionate and youthful aesthetic targeting the Millennial and Gen-Z market.