These People Love Mayo So Much They Got It Tattooed on Their Bodies Forever

If you reside in Richmond, Virginia, you don’t fuck with Hellman’s—not publicly, at the very least. Nor do you deign to eat Heinz, Kraft, regardless of the hell Sir Kensington’s is, or, god forbid, Miracle Whip. If you’re having mayo, you’re having Duke’s. To even think about doing in any other case borders on sacrilege. 

Folks from Richmond have been driving exhausting for Duke’s for many years, partially as a result of the corporate is headquartered there, and partially simply because Duke’s rips. Though the mayo was created in South Carolina (the place it’s nonetheless made and bottled as we speak), it was acquired by the Richmond-based C.F. Sauer Company in 1929. It’s had a cult following in Richmond ever since—a following whose most devoted members determined, earlier this month, to consecrate their love for Duke’s completely, in blood and ink.

On May 13, about 70 folks received Duke’s tattoos at Richmond’s Yellow Bird Tattoo. Duke’s partnered with the store to offer away mayo-themed flash at no cost, and Yellow Bird’s artists—together with Nate Streeter, Joseph Fessman, and Devonte Tejeda—drew up 47 completely different designs for people to select from. They ranged from goofy (a headstone marked “HELLMAN’S”) to deeply tight (mayo + snake, mayo + dagger, and so forth.), they usually all got here out nice.

VICE despatched photographer Dylan Lewis to Yellow Bird to seize the scene, and to doc just a few of the perfect tattoos he got here throughout. You can try a set of his favourite pictures from the flash day beneath. 

Long reside Duke’s. Death earlier than Hellman’s.

Dylan Lewis is a photographer primarily based in Richmond, Virginia, and Athens, Georgia. Follow him on Instagram.

Drew Schwartz is a senior workers author at VICE. Follow him on Twitter.

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