Momo is the type of guy who would take a bullet for you after talking to you for ten minutes. His beaming smile and attentive gaze are a refreshing helping of authenticity in a world of air kisses and pretentious banter. He talks calmly to me in English, smiling after every sentence.

His shop, ‘Diference', sits just a few blocks off the Croisette, and is filled with vibrant sweatshirts and hats from Ed Hardy. A red carpet with a Palme d'Or makes you feel as if you're walking into a premier. There is a flat-screen behind the cash register running a loop of Ed Hardy runway shows, and on the counter a placard with photos of everyone from Cheech and Chong to Ludacris. On the walls hang photos of Mariah Carey and Lil' John living the crunk life in their Ed Hardy accessories.

Ed Hardy is based on the work of legendary tattoo artist, Don Ed Hardy, who is known for incorporating Japanese aesthetics into his tattoos, a skill honed by tattooing Yakuza gangsters in Japan back in the 1970's.

This Japanese aesthetic is everywhere, even in the shape of the skulls that try to emulate a koi swimming in a Zen pond. A tiger and a snake wrestle on a shirt, a panther climbs across the chest of a swimsuit, and more skulls wink back from sparkling, shiny-black, vinyl hi-tops. Skulls are everywhere, skulls on hats, skulls wearing hats, skulls with wings, skull necklaces...you get the idea.

"People in Cannes love Ed Hardy," says Momo. "Many people like the tattoo, they like the bling-bling, the crystals. And people know the brand. Many stars use this brand."

Momo (below) seems to be on the pulse of the Rue d'Antibes with celebrity stylists, club promoters and hotel managers popping in. He has a large mole next to his ear that I actually think is a transmitter of some kind, broadcasting some sort of live feed to the latest and greatest in Cannes.

Algerian-born Momo moved to Cannes from Strasbourg and opened his store in December 2007 after learning about Ed Hardy on the internet. Momo has promoted the line through local fashion shows and connects me with the London runway organizer for Ed Hardy. He tells me how Ed Hardy marketing powerhouse, Christian Audigier, actually called him personally to thank him for all he was doing to promote the brand. It seems as if there's no one Momo doesn't know.

While my colleagues at LA2DAY.com may often shout from the rooftops that they, "Still hate Ed Hardy," as it has saturated the consumer market of Los Angeles and is a brand that has been taken over by, "the MTV reality stars and the overly tanned", it's scarcity along the Rivera has not led to an overall loathing.

Perhaps it's because the ‘douchebags' of LA have yet to discover Cannes and ruin Ed Hardy for everyone here, but d-bags have stayed away. Momo says everyone, from Saudi princes, French footballers, and Russian celebrities, come into the store. "Russians are my best customers; they love this brand, this style."

We try to get out of the door but he hands me another card-a friend who's making a movie, and another card-a friend making wine-and another card-a friend who rents dresses. He is a nonstop promoter for friends. He is a man, as I said earlier, who would take a bullet for you within ten minutes of meeting.

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