Tattoo inspired urban designer, Ed Hardy has reportedly sold 50% of its interest to Iconix, the same New York-based company that Jay-Z recently unloaded his interest in Rocawear to. 

According to The New York Post, Iconix paid $17 million for its interest in Hardy Way, LLC. ($9 million in cash and $8 million in stock.)

Insistant that Ed Hardy is not a fad but instead a lifestyle Chairman and CEO of Iconix, Neil Cole stated “this is going to be the first of a couple more acquisition opportunities.”

The fashion label was inspired by the tattoo designs of Don Ed Hardy.  But it wasn’t until 2003 when fashion visionary and owner of Nervous Tattoo, Christian Audigier secured the license for the Ed Hardy name and created a Brand name.  Ed Hardy started tattooing in 1967 and is known as “the godfather of modern tattoo” for his sophistication, depth and sense of experimentation. Today Ed Hardy is sold in over 55 countries  featuring, swimwear, fragrances, energy drinks, home goods and handbags in addition to the signature hats and tees.

“As demand for my artwork continues to skyrocket, I felt it was time to take on a partner that could help me manage the demand and opportunities for the Ed Hardy name,” Don Hardy commented.  “Iconix is at the forefront of brand management and clearly has the capabilities to dramatically grow the Ed Hardy business. I’m thrilled to have them as a partner.”

Assist: SoJones