Ed Hardy now available at JD Sports as part of wider Europe push

Ed Hardy’s bid to “take Europe by Storm” has taken a major step forward with the brand’s launch into JD Sports, both in-store and online. 

Calling it a “a major move”, the tattoo-inspired brand adds its “signature edgy aesthetic to JD, promising a dynamic and fashion-forward fusion of style and sportswear”.

The label, owned by Iconix International, adds JD Sports to its retail roster that includes Urban Outfitters, Footasylum, Fenwick and Snipes.

Its collection spans men’s and women’s T-shirts, sweatshirts, joggers, jeans and shorts, utilising its archive graphics including the ‘Love Kills Slowly’ motif. 

Pricing starts from £30 for a ribbed tank top to £105 for embroidered wide fit jeans. A key piece within the collection is the ‘Ed Hardy Love Corset Top’, inspired by the lingerie-is-outerwear trend which continues for SS24.  

Daisy Laramy-Binks, MD Iconix International, EMEA, called the collaboration an “exciting step in Europe after such a stellar performance globally over the past few years. 

She added: “With a roster of game-changing collabs due to be announced in the coming months, Ed is undoubtedly one to watch over the coming seasons.”

The latest addition to the JD Sports brand roster continues the sports giant’s overall expansion in terms of brands, acquisitions and general store openings on an international basis.  

JD CEO Régis Schultz said of this: “In our FY24 financial year, we outperformed the sportswear market, reflecting the strength of our business. We achieved like-for-like sales growth of over 4%, organic growth of over 8% and our athleisure fascias achieved organic growth of over 10%.”