Christian Audigier, the founder and designer of the once highly hyped brand Ed Hardy, which he sold to Iconix Brand Group in 2011, has just launched his latest venture, a men’s collection called Lord Baltimore and an accompanying women’s line called Lady Baltimore. Both are now available online at

At present Baltimore Brands’ offerings encompass trucker caps, graphic tees and tanks. The items retail for $49 to $69.

“’Baltimore’ sounds and feels like American roots, blue collar worker etc.,” says the Los Angeles-based designer about the collections and their names. “In this economy those are the values people react to. Where some people would see a contrast there, between the jet set and the hard work, I see complementarity. I believe everyone is a Lord or a Lady. I believe everyone aspires to the same and respects the same values. That is what you will find in the line.”

For more on Audigier and his new venture, be sure to check out the next issue of Sportswear International, #249, which drops on January 11, 2013.