Auckland is taking a leaf out of New York's fashion books with t-shirts, jumpers and other merchandise declaring: "I love AKL."
But also available are T-shirts with a more Kiwi flavour - other slogans include "Made in Grey Lynn," "Made in Mangere," and "Namaste, bro."
The council's Auckland Tourism, Events and Economic Development group is set to release a range of products paying tribute to the city ahead of its 175th birthday next year.
Some shirts feature images captured of the city in the 1900s, showing off some of Tamaki Makaurau's most well-known places; such as the waterfront and parts of the city centre.
The photos used on the merchandise were taken by Henry Winkelmann, who was a keen Auckland photographer in the 20th century.