Ed Hardy

Californian body artist Don Ed Hardy is known as the ‘Godfather of Modern Tattoo Art'. Meanwhile, the ‘King of Jeans’, Christian Audigier – who has worked with the likes of Fiorucci, Diesel, Levi’s and, most recently, Von Dutch – was astute enough to acquire the rights to Don Ed Hardy’s artwork.

This meeting of minds means tattoo culture is now all over the fashion world, in the form of T-shirts, caps, hoodies and even jeans. The line is inspired by vintage fashion, fast-paced lifestyles, Hollywood stars and rebel motorcycle culture, and is being worn by Ewan McGregor, Mickey Rourke and Brad Pitt. It’s available from Selfridges, Cruise and John Anthony this autumn.

On seeing these designs, David Beckham and Robbie Williams are apparently gutted they've spent so much time and money down their tattooist’s. They could have just bought the T-shirts.

Don Ed Hardy's imagery draws from his life experience, blending American, Japanese, surf and hotrod iconography. In 2000 he painted a 500ft scroll of 2,000 dragons, to celebrate both the millennium and the Year of the Dragon he clothing range reflects Audigier's own fast-paced lifestyle and passion for colour.