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“‘Born on the Streets’ is a metaphor for the origin of all the innovative ideas of which our brands are created from.” Cos James – Sales Director Born on the Streets is a UK based online store launched in May 2009. The initial brand mix consisting of Ed Hardy, SMET and Christian Audigier is the reason for the hype and incredible response. ‘BOTS’ is the largest Ed Hardy stockist in the United Kingdom. With Ed Hardy being the hottest brand on the market at the moment it has given ‘BOTS’ a competitive advantage. BOTS’s unique layout, easy product searching, convenient filtering, detailed product zoom and professional photography provide users an enjoyable shopping experience. Items can be viewed by type, gender or brand, each can be broken down into sub categories to offer a more specific detailed search. BOTS’s primary brand Ed Hardy is one of the most demanded brands out on the market. Its unique designs, celebrity following and Christian Audigier’s mar