REAL NEVER FADES
Richie Bulldog and Seth Love have been obsessed with tattoos long before it was even legal to get a tattoo in their hometown of New York City. Hustle Butter launched in 2012, and quickly became the Artists’ Choice.
Back in the 80s, there was no fame or fortune in tattoos. There was no “industry”—just an underground motley crew that got together to celebrate their commitment to ink. The best artists rarely got the attention they deserved—even in our tight knit little community—so we devoted our lives to finding and celebrating their craftsmanship.
Of course, we never stopped collecting ourselves. We gritted through the pain of long sessions and the discomfort of long heals to cover our whole bodies in tattoos. We also learned that artists fought against redness and swelling too, and Vaseline just traded one set of problems for another, as petroleum jellies clogged up their needles and collectors’ pores alike.
We knew there had to be a better solution for everyone. We also knew that it would be up to us to invent it because the rest of the world didn’t give a shit about tattoos... yet. So that’s exactly what we did. We put our Brooklyn hustle to work and tried scores of solutions before we discovered the ideal base: natural body butter.
We chose body butter because it could do everything: reduce swelling and inflammation so artists could work longer and more precisely; soften and moisturize skin so collectors could heal faster and more comfortably; revive and replenish skin ‘n’ ink so tattoos could look and feel great every day, for life.