Brulimar brings LA-Inspired eyewear to the UK with Ed Hardy

Leading branded eyewear house, Brulimar Optical Group, has secured the license to bring tattoo-inspired eyewear and sunglasses to the UK and Republic of Ireland under the rock ‘n’ roll label Ed Hardy. The new Ed Hardy eyewear collection will translate the brand’s rebellious heritage into a selection of striking and youthful designs. Combining bold colours with a powerful dose of Hollywood ‘bling’, the male and female styles will offer eye-catching tattoo-esque symbolism and multi-coloured Swarovski crystal-encrusted temples.

The LA-born brand is based heavily on iconic tattoo designs penned by the label’s famous namesake – ‘the godfather of tattoos’ Ed Hardy. The Ed Hardy brand was founded by fashion royalty, former Von Dutch co-founder and ex-Diesel consultant designer, Christian Audigier. The eyewear designs will tap into the success of the clothing line, made famous by celebrity fans and US reality TV shows such as Jersey Shore and The Real Housewives of Orange County. The Ed Hardy Collection will be available to retailers in the UK and the Republic of Ireland in spring 2011.

“Ed Hardy is one of those distinctive brands that appeals to those with a taste for all things LA-inspired, no matter what their age,” commented Brulimar MD, Howard Librae. “Hollywood, motorbikes, beach life and street style all play into the Ed Hardy spirit, and this rebellious nature comes through strongly in the new eyewear range. We’re so excited to bring something truly different to the UK market, and are confident it will tap into the nation’s aspirational approach to fashion.”