Illicit was founded in 1996 by Steve Hodge and Martin Emond.

Steve’s background was in the garment business, and Martin had achieved

international acclaim as an illustrator.

The first bricks and mortar store opened in 1998, in central Auckland, New Zealand.

Illicit opened 2 new stores on Auckland’s Karangahape Rd in 2004: Misery Boutique,

and a new look Illicit Clothing and Tattoo store, while stores on Wellington’s Cuba

Street and Christchurch’s Lichfield Street were opened the following year.

Illicit was also behind cult artist and label Misery, having managed her career for 6

years.

Both the Illicit and Misery brands were marketed in the USA via booths at the Las

Vegas Magic Show, garnering partners in the U.S.

With the right apparel and print line, wholesale accounts were quickly opened.

International Distro, a warehouse and screen printing facility in Orange County, set

up distribution through the UK., Germany and Italy.

Illicit has always been part of the lowbrow counterculture scene. From its’ initial

punk rock beginnings, Illicit became a “crossover” brand in the mid 2000's finding a

new audience in the large hip hop community of New Zealand.

Illicit sponsored and worked closely with NZ acts, but also outfitted International

Hip Hop stars such as Wu Tang Clan, Bone Thugs and Harmony, and Wiz Khalifa.

Illicit's brand was licensed to International Fashion designer Jimmy Choo for his

perfume “Illicit."

Illicit has also gone on to partner with many other brands including Burgerfuel,

Xero, Vodafone, band and festival merchandise and numerous gyms and MMA

fighters around the world.

Martin Emond – Co-founder 1969-2004