Christian Audigier

Manchester’s New King of Street Fashion.

written by Darren Kane

So, as I walked through the streets of Manchester the other day, I came face to face with a new breed of mammals, with little to no basic social skills and communicating in what can only be described as a series of grunts and hand gestures.

I would usually use the term ‘Scally’ to describe what was before my eyes, however these were no usual scallies. These were a new breed of designer scallies, wearing more silver studs, gold foil, sequins and swarovski crystals than a Friday night pyjama party at Elton Johns house.

If I go back to 2 years ago, scallies were easy to spot as they hung around together and all looked the same, whitish, greasy, spotty, short-haired and covered in gold jewellery (crafted by the finest pound –land and usually made from copper, tin or plastic). Of course the usual uniform also comes to mind, the trackie bottoms, white sport socks, hooded jacket, baseball cap (that teeters on the back of the head at a 45 degree angle) and usually a pair of Nike Air Max 90’s to finish off the look.

Audigier has made this extreme breakthrough, sequins and crystals are now socially acceptable for us men.

Considered one of the most meteoric rises in fashion history, Christian Audigier has played on his design experience and business acumen to become a true fashion icon and entrepreneurial sensation in less than 4 years. In 2004 after turning Von Dutch trucker hats into a worldwide sensation, Christian proceeded to create and launch the widely popular Ed Hardy brand. He was granted the exclusive rights and designs of Don Ed Hardy, who is commonly referred to as the ‘Godfather of tattoo’.

With Ed Hardy, Christian not only created a brand, but a lifestyle of street couture. As the rise of Juicy couture saw all our fair ladies turning into tracksuit hungry zombies, Christian has done the opposite for men. Where usually all those Manchester mums had a pile of Lactose tracksuits ready to throw in the washing machine at the usual 40-degree cycle, they now have to stand and hand wash these precious t-shirts trying hard not to crack a crystal or lose a stone down the sink.

Although Christian’s products are not my cup of tea, I respect what he has done in changing peoples mindset of street fashion.

I'd rather be mugged by a guy in Ed Hardy than have to walk home walletless and phoneless knowing I’ve been robbed by a guy in an oversized shell-suit!

When recently asked what makes people so crazy about his fashion, Christian replied,    ‘you have to watch the people in the streets, see what they like to wear, and then you can create what they will be attracted to and what they will buy. The Celebrities are greatly responsible for promoting a product, if it’s fun or beautiful or interesting, they will wear it. It’s got to be hip and comfortable’.

Jokes aside, Christian Audigier’s clothing appeals to both men and women of nearly any age, which is something that cannot be said for many fashion labels. He truly knows how to allure all walks of people with his clothing designs, which is why we are seeing such a drastic change to the Manchester street fashion scene. Christian Audigier clothing has become more than a brand – it is now a culture. He is the new King of Street Fashion but how long will his reign last?

Remember, ‘Fashion fades, but style is eternal’
Darren