Esteemed fashion brand Ed Hardy are at the epicentre of British fashion and street wear, and show no sign of losing their momentum, continuing to innovate style with stunning collections and unique designing. The latest in a long line off brilliant collections comes in the form of an exclusive, limited edition release with Birmingham-native and trailblazing street artist Mason Newman.

Launched on 29th September, the new collection sees community placed at the forefront, with a special charity innovative running alongside the clothing. The collaboration merges Newman’s individualistic, striking craft and vision with the classic Ed Hardy stylistic ethos, resulting in a series of one-of-a-kind jackets blessed with Newman’s signature artwork. The collection is brought to life by rapper FelixThe1st and presenter/DJ Henrie Kwushue, who style the pieces for the new campaign. Post campaign, one of the jackets will be auctioned off to raise money for youth mental health organisation, Mind.

On the collaboration, Newman told us, “Growing up, I was obsessed with Ed Hardy. Thinking back this is what got me interested in design, clothes, art and tattoos. My older brothers had Ed Hardy. They’re eight and nine years older than me. I would wear their hoodies as a kid and drown in them just to rock something cool. My dad went to Thailand for months and came back with a fufu Ed Hardy cap for me, I rocked this till it tore in every place. I made my mom buy me a fake Ed Hardy tee for £10 one time as a kid, I still have pictures wearing this swipe this post to see. I left primary school and begged my mom to buy my favourite teacher ed hardy perfume as a gift. This all happened pre me being 13 years old. Fast forward 10 years, Now I’m 23 and launching my own collaboration with Ed Hardy. Ed Hardy by MasonNewman. Ed Hardy was my entry to this crazy world of art, design, clothes and tattoos that i get to call my life. I believe i am the only other and first artist other than the legendary Don Ed Hardy himself to have my work and character put on Ed Hardy garments. This is for my child self who didn’t believe this stuff was possible. It’s a pleasure that proceeds go to Mind Charity too. What they’re doing to raise awareness and help people suffering with mental health is super close to me.”

Libby Hill, Content & Social Manager at Ed Hardy, adds, “We’re thrilled to join forces with Mason Newman and to have Henrie Kwushue and FelixThe1st on board for this exciting project.This is an exciting time for EdHardy, as we move forward with the brand for a new generation. We’re excited to include Mason Newman as part of this journey. The first artist other than the legendary Don Ed Hardy himself to have his work and character put on Ed Hardy garments. Referencing our heritage, but for a Gen Z audience.”