Arvind Lifestyle Brands, a subsidiary of Arvind, has signed a long term agreement with Iconix Lifestyle India, a JV between Iconix Brand Group, USA and Reliance Brands for Ed Hardy.

Ed Hardy is the alternative lifestyle fashions brand that celebrates the classic American tattoo as an art from across apparels and accessories.

J Suresh MD & CEO of Arvind Lifestyle Brands & Arvind Retail said,''Ed Hardy is well known internationally recognized brand and enjoys the status of 'cult classic' with massive fan following and unique cutting age image. We are thrilled to work with Iconix Lifestyle to bring Ed Hardy into India. As the brand rolls out in AW13, we foresee a very successful launch. Ed Hardy will also substantially strengthen our portfolio in the youth segment.''

Commenting on the alliance, Darshan Mehta CEO of Reliance Brands said,'' Tattoo art has a timeless appeal and Ed Hardy celebrates its history and beauty by creating dynamic apparel and related lifestyle products. We could not ask for a better partner then Arvind, as they understand this market extremely well and equally committed to growing the Ed Hardy brand in India.''

Shares of the company declined Rs 2.25, or 2.45%, to settle at Rs 89.65. The total volume of shares traded was 155,851 at the BSE (Thursday).