T-shirts honouring war hero Steve Askin who was killed fighting the Port Hills fires will raise money for his family.
Owner of Illicit Clothing, Steve Hodge, said the company had designed several t-shirts to memorialise Askin, who died when his helicopter crashed as he helped pour water on the raging fires in Christchurch last month.
About 50 per cent of the profit for the T-shirts would go to Askin's family. He has left behind a wife and two young children.
Askin was a former SAS member whose picture went viral when he was photographed leaving the Intercontinental Hotel in Kabul at the end of a military operation against Taliban militants who had stormed the hotel in 2011.
That photo is on one of the T-shirt designs, Hodge said.