ASM: How do you react to the critics who say that some of your clothing is over priced?
Audigier: I have a license and a license fee, so I need to pay the artist — that is one thing. On top of that, our products are made in America, which is not the same price as producing in say, China. I have a quick delivery service, I pay that too. And there are other costs. I am not the most expensive. My T-shirts are $65-$120, maybe for a long-sleeve or stuff like that.
ASM: Your critics are limited, because it seems as if the world is in love with the Ed Hardy brand.
Audigier: There's a lot of energy. This brand is more than a brand, it's a lifestyle. It means it's something that people want to be a part of, like you see when you come into the office. That is the community, that is the lifestyle. That is what people want to be a part of. We are fun people. We like to make people happy. That is what this company lives for.
ASM: In addition to your will to win, you are also very passionate about cars and motorcycles.
Audigier: I have six motorcycles. I like cars also. Fast cars! I became passionate about cars and motorcycles at a young age. Again from watching this freedom in America, you know. My collection is more from the '60s and the '70s than 2000. I am old school. Watching those movies like 'Easy Rider' gave me a passion for bikes. It was the America way of life.
ASM: What about your personal brand? How would you describe it?
Audigier: Christian Audigier is more free. It's my brand, my name. It means I am a freelancer in the designer world.
ASM: Who are some of the people in the fashion world that you admire today?
Audigier: There are a lot of people that I respect in this business. People like Ralph Lauren, Tommy Hilfilger. I have a long list.
ASM: Thanks to your early start, you have now been involved in fashion for more than 30 years now. How have you changed over the years?
Audigier: America changed me. Over here, I learned a lot of things from people like Ralph Lauren, who told me a designer here is different than in my country. Over here I learned to become more of a businessman. I'm following the footsteps of those people today.
ASM: When you reflect back, is there anything that makes you want to pinch yourself?
Audigier: I don't know. Receiving a phone call from Madonna, for example, asking for more shirts because Lourdes, her daughter, was stealing her shirts. These are the things that just get me amazed. Or having six windows on Fifth Avenue. Nobody has done that.
ASM: This has been a long journey for you. How would you like to be remembered when it's all said and done?
Audigier: As a hard worker. And I would like to be remembered for my trucker hat, because coming to America, you take a trucker hat and put that on a zillion people all over the world. That is my claim to fame. I did it, you know. My dream came true.
Be sure to visit the Web sites for Christian Audigier, Ed Hardy Clothing, and SMET.
- Comment
