He met with and began a long correspondence with Sailor Jerry, which paved the way for an introduction into a world previously closed off to outsiders.

Hardy soon became recognized for being the main influence and driver in incorporating Japanese tattoo aesthetics and techniques into American styles of work.

Hardy’s motivations were more aesthetically simple: to focus on one's self-expression, the resulting tattoos reflecting the individual's taste and preferences.

Hardy's work consisted of a particular 2000's fashion style that carried on to the next generation and is beginning to make a rise in popularity once again.

[17][18] The brand has subsequently been extensively licensed, at one point having 70 sublicensees,[19] selling clothing, accessories, lighters, perfume, hair styling tools,[20][21][9] and condoms.

Audigier licensed the worldwide rights to the Ed Hardy brand in 2005 through his holding company, Nervous Tattoo, and employed the marketing techniques employed by Von Dutch Originals, marketing directly to celebrity clients and by opening stores in high-profile fashion districts.

Ed Hardy stores were located in San Francisco, New York, Los Angeles, Boston, Seattle, Minneapolis, Honolulu, Scottsdale, Tucson, Vancouver, Dubai, Johannesburg, Kuwait, Kuala Lumpur, Bangkok, Gurgaon, Delhi, Mumbai, and Qatar.

[23] The brand gained significant popularity under Audigier, peaking at more than $700 million in gross revenue in 2009,[19] but collapsed quickly in the following two years, leading to the closure of many stores.

Among others, the Australian sublicensee of Ed Hardy (owned and operated by Gary Berman) entered administration and closed in 2010.

Following legal battles, Hardy regained control of the brand in 2010, though as part of the settlement Nervous remained a licensee for T-shirts, hats, and hoodies.