Ed Hardy wines?

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There are no rules in branding, save for the law of the jungle. We live in a world where it’s possible to buy NASCAR brand meat snacks, Burger King-themed underwear, Harley-Davidson cake-decorating kits. Money is no respecter of decency and logic. Personally, I love beer-flavored frosting.

But perhaps no brand hookup makes less sense to me than Ed Hardy -- a tattoo-themed street-wear imprint of fashion megalomaniac Christian Audigier -- and wine. Yet there it was at my local Whole Foods, stacked in orderly end-cap pyramids....

To read more of Dan Neil’s story, click here.