Berlin's Ed Hardy Shop Cuts Tees, Not Ribbons

 - Dec 14, 2008   Updated: Aug 9 2011
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On December 12, the Berlin Ed Hardy flagship store opened its doors. In place of cutting the ceremonial ribbon, the Ed Hardy folks celebrated the store's opening by cutting tee shirts.

Adam Saaks, a cutting artist from Los Angeles, was specifically chosen for this task. Saaks made artistic cuts in the Ed Hardy tattoo shirts for a promotion that was clearly influenced in part by cutting and the darker side of body modification.

Implications - Businesses looking to establish themselves as unique or distinct from competitors within the industry must devote plenty of effort to the first impression they leave in the minds of consumers. It is crucial that businesses present themselves in a fascinating and unusual manner to immediately capture the attention of consumers.