Sailor Jerry

Since 2015, an annual independently produced event now takes place in Hawaii every June called the "Sailor Jerry Festival" to honor Collins's legacy and Chinatown roots on Oahu. The multi-venue event includes live music, DJ's, cabaret performances, an art show - featured artists have included Sailor Jerry's great-grand niece Madison Thomas, local artists, and Masami Teraoka, movie screenings, a pin-up fashion show – where models wear outfits designed from Sailor Jerry flash, neighborhood tours, and tattoos available at three area shops, including Sailor Jerry's last location. A portion of the proceeds from the event is donated every year to the Collins family by the festival founder (Jason Miller of 808shows.com/Hawaiian Express Records) and his co-host 'Josh86' (a popular musician and entrepreneur).

Sailor Jerry Ltd. produces a 92-proof spiced "navy rum" featuring a quintessential Sailor Jerry hula girl on the label. As the bottle is emptied, additional pin-up girls designed by Sailor Jerry are visible on the inner side of the label. The rum is distilled in the U.S. Virgin Islands. It takes its influence from Caribbean rum, which sailors would spice with flavors from the Far East and Asia. In 2010, the 40% ABV formula being sold in the United Kingdom was changed to include a less sweet taste in a move that was described as more "vanilla and caramel flavors".

In 1999, Ed Hardy and Mike Malone partnered with Steven Grasse from the Philadelphia-based creative agency, Quaker City Mercantile, to establish Sailor Jerry Ltd. The limited company, which owns the commercial rights to Collins' letters, art, and flash (tattoos), uses his designs on clothing and items such as ash trays, sneakers, playing cards, churchkeys and shot glasses. As an anti-sweatshop company, Sailor Jerry Ltd. produces nearly all its items in the United States and sells them from the company's web site. The company also showcases rising talents within the Tattoo industry in its "Artist Series" which it describes as a way to "keep Sailor Jerry's legacy alive and kicking".

Norman Keith Collins (January 14, 1911 – June 12, 1973), known popularly as Sailor Jerry, was a prominent American tattoo artist in Hawaii who was well known for his sailor tattoos.

Norman Keith Collins was born on January 14, 1911, in Reno but grew up in Northern California. As a child he hopped freight trains across the country and learned tattooing from a man named "Big Mike" from Palmer, Alaska, originally using the hand-pricking method. In the late 1920s he met Tatts Thomas from Chicago who taught him how to use a tattoo machine. He practiced on drunks brought in from Skid Row. He later sailed the Pacific Ocean before settling in Hawaii in the 1930s.