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His effect on street culture led Christian Audigier, a French designer who is himself known as the “King of Jeans,” that worked with such notable brands as MacKeen Jeans, Diesel, Fiorucci, Bisou Bisou, Levi’s, NafNaf and American Outfitters, and was behind the fame of Von Dutch, to bid for exclusive rights to produce clothing and other products based on the designs of Don Ed Hardy in 2004. From there, the lifestyle of street couture was born with Nervous Tattoo, which is owned by Christian Audigier. Ed Hardy is now a global consumer products brand sold in over 55 countries and 50 different categories including outerwear, swimwear, fragrances, energy drinks, home goods, and bags.