Nigel and fellow surfer Dave Littlejohn started shaping and glassing their own boards under the DEL Surfboards label, with the first printed DEL t-shirts hitting the water as early as 1965. By the early 1970s they had opened a retail store, eventually rebranding as Del Free 'n' Easy.

The idea for Taranaki Hardcore came in 1996, when a customer walked in and asked for a Taranaki-branded t-shirt. They didn't have one, but they recognised the gap immediately. Working with local screen printer Karl Quinn from Screen Art, they developed a logo that told the story of this place: the mountain, the sea, the farmland, the oil industry, and the wings of freedom that have always represented the Taranaki way of life.

They called it Taranaki Hardcore - because that's exactly what the people of this region are. People who go all out, in the best possible way.

The brand grew steadily from there. The range widened, the community embraced it, and Taranaki Hardcore became something bigger than clothing. It became an identity. A way for people to carry a piece of home with them, whether they were down the road or on the other side of the world.

Over the years, Taranaki Hardcore has sponsored athletes, outfitted sports teams from rugby league to darts, and supported events across the region. Names like Isaac Luke, Clark Elice and Lisa Tamati have worn the brand with pride.

Today, Taranaki Hardcore is run by Trish and daughter Nicki from the Strandon store in New Plymouth, keeping it firmly in family hands, and firmly rooted in Taranaki.

Nearly 30 years on, the mission hasn't changed. To celebrate this region, its people, and the quiet pride that comes from knowing where you're from.

We are 100% Taranaki Proud. We always have been.