Before the words Y2K were ever muttered across fashion-lovers lips, there was simply Ed Hardy: the cult brand who kickstarted a new wave of rebellious and self-expressing fashion. Known primarily for its signature tattoo-style printing, Ed Hardy has been globally hailed for its divergence from mainstream culture — creating a lineage of clothing that encaptured the defiance and progression of the noughties.
Reclaiming this sensibility in 2022, the millennial fashion brand has launched a brand new collection that serves as a reminder of its trailblazing history as well as paying homage to the designs which shot Ed Hardy to fame in the first place. Returning to its roots, the capsule contains selections of cropped tops, trucker caps, mesh pieces and mini-dresses — all of which boast a vintage-inspired reboot. Also catapulting into the present, washed denim jackets and jeans make a comeback — sporting the same tattoo-style lettering as they did during the brand’s inception.
While the entire collection has a young and playful feel to it, the emblematic prints and timeless cuts prove the items to be more withstanding than a simple Y2K-esque trend. Evoking feelings of nostalgia amongst noughties babies, as well as inspiring experimentation amongst the Gen-Z generation, the pieces breathe fresh air into the ever-evolving promotion of vintage-style clothing — and prove once again that the spirit of Ed Hardy is far from extinguishable.
To claim your piece now, head to edhardy.com.