Ed Hardy book signings inked for Book Soup, La Luz de Jesus Gallery

Ed Hardy -- the tattoo artist who spawned a multimillion-dollar lifestyle brand that put his name on items as varied as air fresheners and wine -- will be signing copies of his memoir “Wear Your Dreams: My Life in Tattoos” at 7 tonight at West Hollywood’s Book Soup, and at 6 p.m. Wednesday at La Luz de Jesus Gallery on Hollywood Boulevard.

Hardy’s book, written with Joel Selvin and published by Thomas Dunne Books, covers Hardy’s life and career from his ‘50s childhood in Corona del Mar to his relationship with legendary tattoo artist and mentor Sailor Jerry, his studies in Japan, the first -- and last -- tattoos he inked and his relationship with Christian Audigier, the branding juggernaut who fanned Hardy’s flash art into a household name (and, based on an advance reading copy here in the office, merits his own chapter).

Sometimes it’s easy to forget there is flesh and blood (and, in this case, a whole lot of tattoo-covered skin) behind a brand -- especially one that became as ubiquitous as Ed Hardy. So whether you’re a tattoo fanatic or simply want to ask the man behind the brand what it’s like to see his name and designs on T-shirts, trucker hats, sneakers, cross-stitch books, fragrances, tan-extending sprays, lighters and the like, now’s your chance.

Ed Hardy and Joel Selvin discuss and sign “Wear Your Dreams: My Life in Tattoos,” 7 p.m. June 25 at Book Soup, 8818 W. Sunset Blvd., West Hollywood. A book release party and signing are scheduled for 6 to 9 p.m. June 26 at La Luz de Jesus Gallery, 4633 Hollywood Blvd., Los Angeles.

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adam.tschorn@latimes.com