GRIME - THE BEGINNING
"We're carrying Ed's love for music into a whole new generation, while still staying true to the one that started it all with us. It’s about honouring where we came from, and building on that legacy with what’s next."
When grime first emerged from London's underground music scene in the early 2000’s, it wasn’t just about music, it was a movement. A blend of UK garage, hip-hop, and jungle, with a distinct British accent and attitude broadcast on pirate radio stations was what it was all about.
At a time when fashion was about expression over labels, major grime artists like Skepta were already spotted rocking Ed Hardy. From music videos to freestyles, he wore it all tees, jeans and caps, which was perfectly described in his 2006 hit ‘Ed Hardy Party’ paving the way for the brand to be recognised in the scene.
It didn’t take long for other big grime acts to follow. From JME to Kano, Ed became a regular feature in the scene. Suddenly Ed Hardy was worn by artists who were respected not only for their talent but also their stand - out style in the grime community. Ed Hardy’s bold prints, tattoo-inspired graphics, and rebellious edge mirrored grime’s energy and the two go hand in hand.
Fast forward to the present-day and music is still very much at the heart of the brands culture and appreciated across many different music genres globally. Our pieces have been worn on DJs, pop sensations, rock stars and many more all with completely different styles but the same love for the brand and what we stand for. From denim statement pieces to tattoo graphic tees, there is a style for every genre to show up and stand out on stage in.
This is where we introduce our 2025 collaboration with STEELO: a UK-based creative platform rooted in community. It champions fashion, music, culture, and technology, and plays a key role in spotlighting new talent while connecting scenes across the country.
We’re hyped to bring you this collab—10 episodes of music made for you, the community, to vibe to anytime, anywhere. The lineup’s stacked with rising stars, grime legends, and global icons. Each artist will be rocking full looks from the brand, and you’ll be able to shop their style as soon as it drops.
These 10 episodes aim to showcase the iconic rebellious edge in a fresh cultural context, worn by who you love and wearing what you can wear. It’s an exciting time for the brand and we can’t wait to show you who we have performing in Ed Hardy. It’s more than just music it’s a movement. Stay locked in.
