Tattoo studio will keep comic artist's dream alive

By STEVEN SHAW


Martin Emond's dream was to run a tattoo studio in Auckland.

Although he died before the wish became reality, a new tattoo studio dedicated to Emond opened this week.

The Illicit HQ tattoo concept store on Auckland's Karangahape Rd will offer tattoos of Illicit characters and designs.

The Illicit streetwear clothing label is home to designs by several New Zealand artists, including Emond, who took his own life in March, aged 34.

Illicit distributes to clothing shops worldwide, and since Emond's death, the label has received messages of sympathy from around the globe.

"People from all over the world have been writing in," says Illicit's Steve Hodge. "They never knew the guy, but he affected their lives in some way."

Emond lived in Los Angeles for the last eight months of his life. He was learning the art of tattoo - and this unrealised ambition became the driving force behind the new store.

"We always talked about doing a tattoo shop," says Hodge. "I told Martin I would set up a shop for him to work in when he returned to Auckland."

Evidence of strong demand for tattoos came directly from Illicit's customer base. "I've had so many kids sending in photos of their own tattoos of Illicit design," says Hodge. "Customers are extremely loyal and it's a real subculture that we've created."

The resident tattoo artist at Illicit HQ is Adam Craft, who has been tattooing for around 11 years. After working in London, Brighton and Sydney, and attending tattoo conventions around the world, Craft wanted to return home to New Zealand.

"People kept asking Illicit for tattoos, wanting Switchblade or one of Marty's other designs," says Craft. "At the same time I wanted to do a tattoo shop - so it's working out well.

"I met Marty years ago and lent him my tattoo machines once to tattoo a friend of ours. He wanted to learn but he was so busy painting for years. He had started a tattooing apprenticeship."

Craft specialises in classic Americana - eagles, hearts and "sailor stuff" - are his staple. He also enjoys traditional Japanese tattoo and other tribal designs, although he says tribal is becoming overdone. "It lost the roots of what it was supposed to be when it became trendy."

Although custom tattoos will be on offer, the more iconic Illicit characters that adorn shirts and hoodies are expected to be the drawcard.

"We've created a flash of our own including Martin Emond, Misery and Simon Morse - and the other tattooists will put their artwork up as well."

Craft says it will feel a little strange to replicate Emond's designs. "I replicate anything - that's my trade. I can tattoo anything from Mickey Mouse to the Mona Lisa. You have to have that detachment where you're just the machine."

One of Emond's friends was tattooed on opening night. Craft says this was to help to alleviate any "weird" feelings and instead celebrate his classic designs.

Emond's first tattoo was of Mr Horsepower, a cartoon woodpecker from an auto parts logo. Emond's favourite film at the time was Raising Arizona - the lone biker in the film had Mr Horsepower tattooed on his forearm. He also had tattoos of Calvin and Hobbes, Popeye and Donald Duck.

Though tattooing will take centre stage, Illicit's clothing range will also be sold.

Craft says the shop is about custom artists. "There'll be painting, prints, graffiti art and commercial-style art as well."

WHAT: Illicit HQ

WHERE: 202 K Rd, Auckland