Just as Rocawear did some time ago, Ed Hardy has joined forces with the Iconix group, selling a 50% stake in the company for $17 million in a combination of cash and stock.

In a statement to the New York Post, Iconix CEO Neil Cole was confident the partnership with Ed Hardy would lead to a global growth of the brand. And while some of called the Ed Hardy clothing explosion something of a fad, Cole said he sees Ed Hardy as a lifestyle brand that will last for years to come.

Clothing designer Christian Audigier licensed the Ed Hardy name from famed tattoo artist Don Ed Hardy in 2003.