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Created in 1996 - proudly local, worn globally

About Taranaki Hardcore

Taranaki True

You can tust in our locally-owned and operated brand, deeply rooted in Taranaki since 1996.

Embrace the Experience

From mountain to surf - we're all about celebrating our epic region.

Worldwide waves

Wherever you are in the world we help you show your Taranaki pride with threads from home.

how it all started

In 1996 a customer came into the Del Free & Easy store and asked if they had a Taranaki-branded t-shirt. They didn’t but saw that there was indeed a gap in the market for a product that celebrated the outdoor culture of the region. Working with local skier, surfer and screen printer, Karl Quinn from Screen Art they developed a t-shirt logo that incorporated elements of Taranaki - the mountain, the sea, farmland, the oil industry and the 'wings of freedom' that represented the Taranaki lifestyle.

It's more than a logo

You know the brand but do you understand the meaning...

Use the left and right arrow keys to navigate between before and after photos.