Long gone are the sex shops and beatniks of London's Soho neighborhood. Over the years, the notorious district has undergone a serious image overhaul, and between the office buildings and trendy restaurants sits Frith Street Tattoo and Piercing, the tattoo shop of owner Dante Di Massa's dreams. "When I was a kid, all I wanted to do was hang out in a really cool tattoo shop all day," Di Massa says with the noise from his busy shop in the background. "And that's what I do now." Even though he's covered in tattoos and owns a shop, the 40-year-old Di Massa has never felt the urge to pick up a needle himself. "I'm not an artist," he explains. "I could go out there and be just another scratcher, but that's ...
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