Stylehound
Tough Chick Chic
By Susan Dyer Reynolds



Don Ed Hardy opened his first tattoo shop, Tattoo City, in San Francisco’s Mission district in 1977, but it burned down in 1978. Hardy’s other shop, Realistic Tattoo (2535 Van Ness Avenue), which opened in 1974, was the first private, appointment-only studio in the City. A second incarnation of Tattoo City in North Beach at 722 Columbus Avenue opened in 1991. As the popularity of Hardy’s art grew, he outgrew his small space, and moved the shop to 700 Lombard Street in 1999, where it operates to this day.

Considered the godfather of modern tattoo, Hardy blends American, Japanese, Cholo, tattoo, surf, and hotrod iconography, which lent his work perfectly to a line of apparel. Teaming with French designer Christian Audigier, the Don Ed Hardy line has become synonymous with tough chick chic. The company recently opened a store in Union Square. The colorful, intricate hoodies, T-shirts, caps, and shoes for men, women and kids continue to be the most popular in the line, but Audigier and Hardy have expanded into everything from bling faceplates for your iPhone to bedding.

Ed Hardy Shop: 60 Grant Street (at Geary), 415-834-9930, www.edhardyshop.com

E-mail: susan@northsidesf.com