When I got my first Tattoo 20 years ago it was still considered not a very mainstream thing to do. I thought about my decision for almost a year before the ink settled under my skin for good. Looking back now, with nearly half my body decorated with art from at least 7 different professionals, my work tells the story of my life. My tattoos follow my trials and tribulations documenting my history and accomplishments. I literally wear my heart on my sleeve.

Not everyone takes it so personal. A few years back when tattooing lost its taboo every cheerleader, housewife, accountant and kid with disposable income lined up for a little pain. The industry got smarter, the idea got popular, and the apparel industry got crafty.

Tattoo inspired clothing brand, Sailor Jerry celebrated its 10th Anniversary at MAGIC in Las Vegas this week. Complete with killer party featuring Sailor Jerry Rum drinks and a performance by the rock band The Raveonettes at local hot spot, Wasted Space in the Hard Rock Hotel & Casino. Sailor Jerry Collins is a real tattoo artist and legend. He’s famous for classic themes and his Flash art designs (sheets of drawings that allow other tattoo artists to do the exact artwork he originally created). He was the real deal, an actual Sailor who traveled the world, got bit by the tattoo bug, and landed in Honolulu where he proceeded to ink up one loner at a time. Therefore, a clothing line with his signature style, classic themes, designs and good old-fashioned quality seems right on the money. The person who sports a Sailor Jerry design has some knowledge of the authentic tradition of tattooing; has a little respect for the past and a little love for the art.

Ed Hardy on the other hand is out of control. Garish designer, Christian Audigier approached tattoo artist Don Ed Hardy in 2002 to license some of his original artwork. Ironically Ed Hardy apprenticed under Sailor Jerry. Hardy was known for incorporating the Japanese aesthetic into his tattoo designs, think lots of tigers and geisha girls. Audigier had already proven himself capable of forming a lucrative brand with the launch of Von Dutch years earlier. Once the world got sick of seeing the words “Von Dutch” simply printed on everything imaginable at a premium he knew he had to expand his designs to include more versatile themes. Take the original tattoo designs, translate them to cover 85% of any given garment, add as much color and sparkle as the fabric can handle and the Ed Hardy brand was born.

This week at MAGIC I had an opportunity to see both lines represented for the retail fashion industry at large. Christian Audigier currently not only designs the atrocious Ed Hardy line but Crystal Rock, SMET, and more. He took over an entire corner of the trade show, roughly 37 individual booths along with his own personal runway and stage. Sailor Jerry had one booth…10′x 20′. Audigier simply does not have the ability to edit anything. Its astounding the amount of stuff he has managed to generate and decorate. Everything from computer accessories to Champagne, shoes to sunglasses, winter coats to underwear. Its gone too far. Sailor Jerry on the other hand has a delightful collection of cut and sew pieces, tattoo themed of course but not over the top and not a rhinestone among them. There is a small collection of handbags and accessories, and of course the Rum. But of the two brands, the customer couldn’t be further apart.

Ed Hardy evokes the opposite of the “cool” culture. The ones emptying their pockets to look like carnival rides are generally…well tools. The guys are muscle heads who’s idea of fun is a night at the local club complete with table service that screams “I have money – don’t you want me”.  While the ladies outfits scream, “I’m easy and I date douche bags”. Like a neon sign, those like-minded individuals can come together and know exactly what to expect. The Sailor Jerry customer is probably found at the local dive bar, by the juke-box, cigarette in one hand, PBR in the other. The ladies, rock-a-billy hotness with style and flare that sets them apart.

Christian Audigier and the Ed Hardy brand’s flames are burning hot right now with untold amounts of buyers flooding the show floor for his wares. Mark my words however, slow and steady will win the day. Until then, let those who buy into the Ed Hardy eat their own, I’ll take a Sailor Jerry fella every time.

Words and photos by Barbie Brady