It turns out that Jon Bon Jovi’s apparel line was giving leather a bad name.
The New Jersey rocker, who launched his Hart N Dagger clothing line in November, reached an agreement with PETA to remove a tiny leather patch from the waistband of the brand’s $275 jeans, the animal rights group said Tuesday.
A fake leather patch will now adorn the jeans, said Joseph Bongiovi, the rocker’s cousin and the chief executive of BandMerch, an entertainment merchandising company that runs HND.
The animal rights group may have been livin’ on a prayer when it first brought its gripe to Bon Jovi’s company in February — but it eventually prevailed on the 55-year-old singer-songwriter, said PETA spokeswoman Anne Brainard.
Brainard also said the group is in talks with Lucky Brand, True Religion and Levi’s to make the switch with their patches.
Bongiovi confirmed that HND removed the leather from its jeans “in support of PETA and the ethical treatment of animals.”
The small patch was the only leather item in the clothing line, which is adding women’s apparel by the holiday, Bongiovi said.
When asked whether Bon Jovi, known for wearing leather jackets, vests and pants on and off the stage, would eschew the cow by-product himself (or if he would say, “It’s My Life” and continue his signature look), Bongiovi did not respond.
A blog posting on HND’s Web site features a photo of the “Bad Medicine” singer decked out in a black leather jacket and leather ankle boots.
PETA, for its part, has not raised the issue about Bon Jovi’s leather-loving image, but Brainard said, “We feel there would be nothing sweeter than having Bon Jovi wearing vegan leather exclusively.”
Judging by the site’s prices, Bon Jovi has moved beyond his blue collar roots.
HND sells $148 denim shirts, $165 T-shirts and $280 Italian yarn sweaters.
The silver jewelry items are the most affordable, at $60 to $100.