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This paper discusses experiences of Māori who self-report that they are socially assigned as Pākehā and explores these experiences in relation to Māori identity and colonisation. Utilising Kaupapa Māori theory, methodology and methods, semi-structured interviews were undertaken with 10 participants. Three interrelated themes were identified through a thematic analysis: claims of identity, challenges to identity and reinforcement of identity. The themes informed the conceptualisation of Te Haerenga Tuakiri, which illustrates the complexity of Māori identity and how it is navigated by Māori who are socially assigned as Pākehā in various ways and in various contexts.