“Tongue’n’Cheek” is a gender fluid knitwear collection that explores the impacts of toxic masculinity and New Zealand’s “man up” culture. The drive behind the collection was recognising New Zealand’s disproportionately high suicide rate among the younger male demographic. New Zealand society has long held the image of the ‘ideal’ man as the hunter, provider, protector and strong, physically and emotionally. These hyper masculine ideals perceive any sign of femininity in males as a weakness. The dominating stereotype doesn’t allow for emotional communication, vulnerability or true self-expression without fear of backlash from society. 

Created through a physical to digital to physical process Tongue’n’Cheek curated graphics from a collection of blindfolded self-portraits taken from a diverse range of New Zealand males. Blindfolded self-portraits eliminate a person’s ability to control how they are perceived or presented. These drawings were transferred into digital-knit software and replicated into knitted textiles using Shima-Seiki knit technology. The collection aims to break down New Zealand’s traditional societal view of masculinity whilst recognising it isn’t only males who navigate the space. As such, Tongue’n’Cheek is intended for anybody who identifies with the space, clothes or attitude the collection represents.