Christian Audigier: A Life Larger Than the Brand

When I joined Christian Audigier as CEO of Ed Hardy in 2008, I was 56 years old. I had never worked for anyone before. My appeal in the Iconix case was pending, and truthfully, I didn’t feel like starting anything new. What I didn’t expect was to meet one of the most fascinating people I’d ever work with—someone who would not only teach me about business, but about life itself.

Christian Audigier—CA—was nothing like his public image. Despite the rockstar aura, the flashy designs, and the global brand he built, the man behind it all was deeply private, disciplined, and grounded. He hated going to parties, never wore anything flashy himself (he was a lifelong Ralph Lauren man), and stuck to a routine that would make most CEOs blush.

Every day, CA was in the office by 6:30 AM. He started with a workout, and yes, a session in the tanning machine (I confess, I tried it once). At 1:00 PM sharp, his private chef would prepare lunch, and he’d eat with his tight-knit team. I rarely joined, but every single day, someone would come by and let me know lunch was ready. At 5:00 PM, he left the office, had dinner with his kids at 6:30, watched a little TV, and went to bed. It was a simple, joyful life—and he lived it on his own terms.

The Real Christian

What impressed me most about Christian wasn’t just his creative genius, but his character. He was sharp, intuitive, and wise in the understated way of French peasants—what I call brilliance in straight lines. He trusted his instincts, didn’t overthink, and relished every moment.

He wore his heart on his sleeve. He loved being in love, and he loved the women in his life with passion and openness. He wasn’t embarrassed by vulnerability. He accepted people for who they were and never judged weakness. He never held grudges. If he liked you, there was almost nothing you could do to lose his affection—though he’d definitely laugh if you tried.

His loyalty ran deep. When I joined the company, most of the people around him had been there since day one. Many of his licensees had never tasted success before Ed Hardy, and Christian never forgot that. He was proud that he changed lives, and even prouder to know how much joy and prosperity he had helped create.

A Business Mind Behind the Swagger

People often forget—or never knew—that CA was a brilliant businessman. With little working capital, and a plan to produce only T-shirts, hoodies, and hats, he secured the master license for Ed Hardy at just 3% royalty. More importantly, he negotiated the right to sublicense any product category—a masterstroke. That move alone laid the foundation for the Ed Hardy empire.

Once he launched his own business in the U.S., Christian took celebrity marketing to new heights. Everyone wanted to wear Ed Hardy—athletes, actors, musicians. He kept a team on staff whose only job was to bring in celebrity connections. And they delivered.

When he asked me to join as CEO in October 2008, Ed Hardy was at its peak. My job was to prepare the company for a safe landing. I told him no one would buy the business while the lawsuit with Don Ed Hardy was still unresolved. That was the first thing we handled—with the help of a smart legal team led by Jim Turken. Don Ed Hardy graciously acknowledged this in his book.

Next, I restructured the companies to reduce tax exposure: converting C corps to LLCs, and separating the licensing entity from manufacturing. We wanted every part of the business to stand on its own. And we did it.

Our Rhythm

By then, Christian and I had developed a strong rhythm. He never questioned what I did. In turn, I made sure he had access to every detail I had—every single day. I built a custom dashboard that pulled raw data from every department into a concise, two-sided tabloid sheet. It answered every possible question. He loved it.

One morning at 6:00 AM, he called and asked, “Can you start today at 8:00?” I did. We moved fast, and we worked with full transparency.

Eventually, I sold the business to Iconix and closed the 45 Ed Hardy stores. Mission accomplished.

Afterward, I remained available to him for anything he needed. Our friendship had grown beyond work. He once said to me, "Toi et moi, c’est à la vie à la mort"—you and me, for life or death. I took it to heart, and I lived by it.

The Final Chapter

I was with Christian, his wife, and his nephew Vincent at Cedars-Sinai when the specialist confirmed the terrible diagnosis. I saw him crumble for a moment—but only for a moment. Within an hour, he was back in fighting mode, laying out how he would beat it, just like he had conquered everything else in his life.

He fought bravely, though it was a battle he would ultimately lose. But he never lost his spirit. Not once.

Legacy

Christian’s success wasn’t a fluke. He was the creative mind behind the rise of many brands—both in Europe and the U.S.—long before Ed Hardy. He had an instinct for culture and timing, a sixth sense for what would resonate. And he never let ego stand in the way of love, friendship, or good business.

I always say: I had nothing to do with Ed Hardy’s success. By the time I arrived, Christian and Vincent had already built something extraordinary. They needed a way to land the plane. I just made sure we did it safely.

I think about him often. I learned a lot from him—about trusting your gut, living fully, and keeping life in perspective. He made me laugh at myself more. He reminded me that success can come with heart. And that loyalty, joy, and friendship are as valuable as any bottom line.

Christian Audigier was one of a kind. And I miss him.