Benzinga | May 27, 2021 03:38PM EDT

American Exchange Group Signs On As Licensee For Ed Hardy In Watches, Jewelry, Handbag, And Accessories Categories

American Exchange Group has signed a three-year licensing deal with brand management company Iconix Brand Group, Inc. (NASDAQ:ICON) to be the new exclusive North American licensee for Ed Hardy watches, jewelry, handbags, and accessories. Ed Hardy is a brand synonymous with tattoo culture; the collection will feature the brand's iconic illustrations with traditional tattoo motifs such as tiger, skull, and floral patterns. The first collection will launch Summer 2021 with watches, sunglasses, hats and additional Summer accessories.

The Ed Hardy brand is renowned for its bold creativity and fearless originality. It is a reflection on the life of Ed Hardy, known as "The God Father of Modern Tattoos," and it is the brand's mission to honor his legacy. Ed Hardy is built on a global community of unapologetically passionate individuals that are enthusiastic about telling their stories. Art, self-expression, and reinvention are at the heart of the brand.

The collection will launch at nationwide retailers. American Exchange Group will add additional categories for Ed Hardy, including jewelry, handbags, luggage, and cold weather accessories for Q4 2021.