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As you know Avirex is part of the MEE umbrella as we talked about it in the article titled Marc Ecko Rolls Out Cut & Sew Flagship stores and had discontinued making leathers after being acquired by Marc Ecko Enterprises almost three years back. Ed Hardy known for its tattooed inspired t-shirts, leathers and trucker hats are one of the fastest rising brands in popularity opening a store with in their first year in business. I really didn’t expect otherwise after reading about the founder Christian Audigier who had worked for numerous brands when he was just a teenager while going on to work for brands such as Von Dutch which are mostly known for the trucker hat that he is responsible for designing.

Although previous prices on Avirex leathers were rather moderate don’t expect that with the Ed Hardy x Avirex collaboration, but there not bank breaking either ranging from $500-800 and will be sold at better department and specialty stores. The line will be called Ed Hardy for Avirex by Christian Audigier.

I see this as a very smart move by MEE by getting with a rather fashion forward brand and gaining traction from their target market, because I’m pretty sure the collaboration leathers will be available in Ed Hardy Flagship stores and most of their customers are die hard fans of tattooed garments.

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