The Australian operations of street wear specialist Ed Hardy has entered voluntary administration as financial adviser Deloitte announced on Wednesday that the clothing company succumb to sales slowdown.

Deloitte said that Simon Wallace-Smith and Tim Norman have been appointed as administrators of the clothing company's Ed Hardy Operations Ltd and Ed hardy Pty Ltd.

The company currently maintains store outlets in Victoria, NSW, Queensland, South Australia and Western Australia, from which ten stores located in Paddington, Pacific Fair, Brisbane and Adelaide have already been padlocked.

Mr Wallace-Smith said that Ed hardy was placed under administration due to plunging sales performance of its Australian operations.

He stressed that the major purpose of the voluntary administration was "to evaluate the financial position of the companies and to investigate options to restructure the business."