By Andrew Starke

Sydney’s Lo-Fi bar was last week the venue for about 300 guests to honour Norman ‘Sailor Jerry’ Collins in what would have been his hundredth year.

The legendary American tattoo artist was born on January 14, 1911 and amongst his legacies is a clothing label and Sailor Jerry rum.

To mark the occasion, the crowd was treated to a night that showcased the legendary body of work he left behind, staying true to his attitude of: “originating, never imitating”.

Live music performed by Sydney Songstress, Lanie Lane kicked off the evening followed by performances from The Snowdroppers and self-styled rockabilly delinquent, Pat Capocci.

Guests were also exposed to real-life tattoo artistry, in tribute to the superior craftsmanship for which Collins was best known.

Sailor Jerry Spiced drinks flowed throughout the evening that guests enjoyed in a variety of guises.

Among the crowd were global and local brand ambassadors, Louis Lewis-Smith, Lois Kerr and Hugh Payten-Smith and tattoo artists from Shanghai Charlie’s.

“Sailor Jerry is about ensuring the legacy of an American icon through artistic expression, independent thinking or simple appreciation of what he stood for,” said Sailor Jerry global brand ambassador Louis Lewis-Smith.

While Sailor Jerry regarded tattoos as the ultimate rebellion against ‘the squares’, it can only be guessed what he would have made of their proliferation in mainstream culture today.

”Last night, guests got a feel for what it was like to live during the life and times of Norman ‘Sailor Jerry’ Collins and celebrate the superior craftsmanship of an American icon,” said William Grant & Sons marketing controller Jack Pollock.

“This has and will continue to live on in the work that we do with the brand and all of its assets both globally and locally.”


The Shout Team

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