The designer behind Von Dutch and Ed Hardy has launched a new collection he says makes style “affordable for everyone.”

Christian Audigier, who announced the launch of “the same guy” earlier this week, says the new brand, with basics starting at $32, is a stylistic departure from his previous projects.

Apparently, this new collection is free of the graphics and logos for which the designer has been known over the years.

“the same guy,” which targets both men and women, launches at Project Las Vegas, February 16-18, and at Coterie, February 21-23. The flagship store at 8335 Melrose Avenue in Los Angeles is slated to open in the same month.

Online retailing begins in March at www.thesameguy.net.