Showcard, 'Jockey Tattoo'

This showcard or 'eyelight' advertises Jockey's Tattoo underwear range.

The Tattoo range is significant for several reasons - the design is by master carver and tā moko artist Rangi Kipa (Te Ātiawa, Taranaki). It is known as a rauru or takarangi - telling the story of the separation of Ranginui and Papatuanuku. However the artist did not know how the design would be used (eg on women's clothing) and some feel that its placement on underwear is not appropriate. It is an interesting example of commercial interests and fashion versus the protection and appropriate use of Māori designs and taonga.

The Tattoo menswear is modelled by famous All Black player Dan Carter. This is a potent mix of celebrity combined with Māori design, commerce and fashion - all within a Rugby World Cup year.

Jockey is a famous international underwear brand, and has been made under licence in New Zealand since 1940. At that time, Lane Walker Rudkin from Canterbury successfully won a licence to manufacture the new Jockey range of men's underwear from America, and began marketing the Jockey Y-front on 16 March 1940. New Zealand was one of the first four countries in the world to manufacture this iconic international brand. Jockey now makes a wide range of under clothing for men, women and young people.