Reflecting the changing nature of tattoos and the industry, the film follows contributors who have all developed a unique relationship with their tattoos: the ex-holiday rep with 14 tattoos, including several expletives and one of a booze cruise's website emblazoned on his chest; the tattoo addict with facial tattoos; the obsessive Miley Cyrus fan; the 67-year-old seeking to cover up the racist tattoos of his youth, and his tattooist daughter, who has her five dead cats on her back. The film also hears about the tattoos that people have lived to regret and many tattooists explain that a substantial amount of their business - one estimates as much as 40% - is fixing badly inked or self-administered tattoos. Duncan expresses his grief at the loss of a close friend through the ink on his body; while James expresses his desire to escape from his surroundings in his tattoos. And Helen and Amy's tattoos are part of their attempt to fit in to a world that views them as outsiders.