The roguish attitude of the American sailor; the Romance of the Pacific; the mysticism of the far East—not a Rodgers and Hammerstein musical but, rather, a few of the key elements that make up the Sailor Jerry brand.
“This is the story of an American icon,” says Paul Monahan, the National Brand Ambassador for Sailor Jerry Ltd. “A pioneering tattoo artist who served in the war, who was a sailor for as long as he lived, and who had so many other wonderful things to offer—that legacy is what we continue to pay homage to.”
That icon was Norman Collins, the prominent American tattoo artist who moved to Hawaii in the 1930s and opened the Sailor Jerry tattoo parlor in Chinatown. And what better day to pay homage to the influential artist? If he were still alive, today would mark his 104th birthday.
Collins regarded tattooing as the ultimate rebellion against square society. During his career as an artist, he expanded the array of colors available through connections with Japanese tattoo masters, and even developed his own safe pigments. He created needle formations that embedded pigment with much less trauma to the skin, and he was one of the first to utilize single-use needles and to use an autoclave for sterilization. His attention to detail was so precise that the depictions of rigging in his nautical tattoos were said to be perfectly accurate.
“The bright colors and the bold lines in his work are a result of blending Japanese designs with Americana tradition, and that’s an easy way to sum up Norman Collins’ tattoo style” Monahan explains. “If you look at the iconic hula girl—the voluptuous curves, the color of the skin, and then the bright colors—that’s a perfect example of a classic Sailor Jerry design that blends those two worlds together.”
Eight different bars will be celebrating tonight with various drink specials, including several Chinatown bars right around the corner from Collins’ original shop at 1033 Smith Street, which is now Old Ironsides Tattoo Shop—a reference to Collins’ former radio show on KTRG (AM) where he was known by that epithet.
“We’ve found some great friends here in Hawaii that appreciate his legacy and wanted to help celebrate his life tonight,” says Monahan, who plans on stopping by the Old Ironside Tattoo Shop tonight at 9 p.m. to get a Sailor Jerry-inspired tattoo. “There’s a lot of enthusiasm out there—whether it’s among tattoo artists, rum aficionados, service industry workers—they really look at who he was as an individual, what he did for tattooing, what he stood for; and that’s how we continue to grow his legacy.”
The Brand
The modern Sailor Jerry brand was born in Philadelphia in the late ’90s when the owners of an independent clothing company—who were tattoo and Americana aficionados—decided they wanted to pay homage to Collins by creating a clothing line that embodied his style and values.
Sailor Jerry Ltd. is anti-sweatshop, and the company produces nearly all its items in the United States and sells them primarily online. The company also showcases rising talents with its “Artist Series,” which it describes as a way to “keep Sailor Jerry’s legacy alive and kicking.”
Coming out of Philly in the late ’90s, the clothing line has a clear grunge influence mixed into it, but that aesthetic fits well with the Sailor Jerry flash that adorns its shirts, beanies and denim jackets. Monahan says the creators would often give away articles of Sailor Jerry clothing to other fans of this aesthetic, including touring bands, visiting grease heads and traveling tattoo artists, helping to spread the brand across the country.
The clothing line’s success helped the brand expand into new territory. “[The company was] requested to do a proposal for a spiced rum by a privately owned, global liquor supplier out of Scotland,” says Monahan. “These guys realized they had a good thing going with the clothing line and used the opportunity to create a 92 proof, bold, spiced rum as a way to further the Sailor Jerry brand.”
Unlike other liquor brands that have begun featuring an increasing number of increasingly odd-flavored spirits, Sailor Jerry has only ever produced the one recipe. And it’s continued to received multiple awards in competitions around the world.
“The versatility of the liquid is something that we really emphasize, whether it’s a shot and a beer bar, whether it’s a tiki bar that’s doing great classic tiki cocktails, or a bar that is doing modern riffs on classic cocktails, this rum will serve you well. You can even use it as a base spirit for Old Fashions, Sazeracs, Manhattans and other tradtionally non-rum cocktails,” says Monahan. “What the rum is built up from—the classic Caribbean spices of nutmeg, cinnamon, vanilla; the way the higher proof holds up in tropical flavors like mango and passion; the great vanilla flavors it has when mixed with some effervescence, whether it’s soda or ginger beer—allows us to do a lot of different creative things with just one rum.”
Replacing the traditional base spirit of an Old Fashioned or a Manhattan with Sailor Jerry works because the rum’s vanilla, nutmeg and toffee flavors interact well with the flavor profile of, say, an Italian vermouth like Carpano Antica. Monahan says he’s also been experimenting with aging batches of Sailor Jerry Old Fashioned in used whiskey barrels obtained through the brand’s parent company, the independent, family-owned William Grant & Sons, a Scottish company that distills Scotch whiskey and other selected categories of spirits.
“A lot of distilleries will play jazz or something with a lot of bass to help stimulate the wood in the barrels, which helps in the aging process,” Monahan says. “It gives it a very boutique, esoteric and original flavor.”
Monahan wanted to emulate that idea, but wanted it done the Sailor Jerry way. “I was able to get some used Glenfiddich barrels—which is the flagship brand of our parent company—and age some Sailor Jerry cocktails in hot-rod shops in Southern California. The reverberations of the welding and the painting and all the machines inside the hot-rod shops have created this once-in-a-lifetime, original, small-batch, lowly allocated piece of Sailor Jerry.”
The Legacy
Soldiers returning from the war came back to a very conservative United States. “There was a reach for the Polynesian culture and the notions of a kind of freedom that they had left behind,” says Monahan. Romantic notions of the Pacific blossomed into a full-blown sub-culture, Tiki, complete with palm trees, rockabilly and—of course—rum.
“Working with a brand of rum that’s based on an historical figure who actually lived during the time and played an integral role in the rise of this fascinating culture—it’s truly special,” Monahan says. “I’m a huge fan of the culture—and not just the cocktails, but the architecture, the fashion, the music, the style. Just to appreciate the transition that occurred between the 1930s–’60s in America—anyone who was a part of those times, I will sit and listen to their conversations forever. So it’s great to have some authentic ties to that era of American history.”
As tattoos become more popular and more mainstream, the aesthetic has shifted from what it was in Collins’ heyday to include a much wider spectrum of tattoo styles. But Monahan believes that the things that made Sailor Jerry tattoos so special—the Romantic outlook, the adventurous subject material, the care and attention to detail, and bold lines and bright colors—will remain the bedrock of great tattoos. Those same values seem to embody the Sailor Jerry brand as a whole, which is only right, Monahan says: “The brand is a reflection of the man and of the aesthetics that embodied his work.”
Bars that will be celebrating Sailor Jerry’s birthday tonight:
Bar 35: the official “toast” to Sailor Jerry will take place here at 10pm.
Fresh Cafe: serving Jerry and Ginger, $6
Downbeat: serving all Sailor Jerry drinks, $6
The Study at The Modern Honolulu: featuring the cocktail “Withering Heights” all week long
Smith’s Union Bar
MonkeyPod
The Hideaway
Arnolds
All photos courtesy Sailor Jerry Ltd.