The Poppy Tee Campaign was conceptualised on the 100th anniversary of the Poppy Appeal. The idea for the Tee came after being out with family this past Anzac Day. Lauryn is an Officer in The Royal New Zealand Airforce and Shelley’s husband is a veteran. We noticed that less poppies were being worn and we wanted to change that.

Before the long weekend was over, we had designed the Tee and knew New Zealanders would want to wear it. It was a privilege to then connect with RSA and partner with them for what will be the second 100 years of the Poppy Appeal.

A Poppy pinned to ones chest is not just about conflict. It is about community, family, compassion, hope and we felt that given the chance, New Zealanders would choose to wear the poppy more than once a year. We have created something that can have a place in kiwi culture not only over ANZAC weekend. In the same way that an All Black shirt is not out of place at any time of year, the Poppy can and should be more visible.