Gen Z is (still) bringing back the 2000s—this time with Ed Hardy designs.

Gen Z is (still) bringing back the 2000s—this time with Ed Hardy designs. First it was Y2K-era makeup, “kiddie” jewelry, velour tracksuits, and chunky (but comfortable) footwear; now Gen Z is channeling their inner 2000s teen with fits from the Ed Hardy era (yes, rhinestones and neon prints are included). In the past two years, the iconic Ed Hardy brand has returned under the creative direction of Kevin Christiana who has re-aligned the brand to emulate Hardy’s roots as a tattoo artist. Urban Outfitters was one of the first to come looking for the revived Ed Hardy brand after its soft launch in 2019, and since then more young shoppers (hi Gen Z) have been searching for vintage and new designs from the brand. Influencers and celebrities including Bella Hadid, Addison Rae, Madison Beer, and Niki DeMartino have also been stepping out in Ed Hardy apparel—fueling an even bigger rush of Gen Z shoppers becoming interested in the look. Marian Park, a strategist in the youth department at WGSN notes that the brand’s revival emulates a “mid-2000s with a Euphoria-meets Gossip Girl-2.0 touch that makes it enticing for Gen Z,” and predicts that the revival could bring back more 2000s-era brands like Miss Sixty, Fubu, and True Religion. (Nylon, L’Officiel)