RUEthless IRONS

The True Line Directory is Live.
This started as a simple list of breadcrumbs and a goal to leave tattooing better than I found it. It went from a basic note to a Google Sheet, then an Excel file, and finally into a fully functional PWA so the directory is live and searchable for everyone. It took a massive amount of work to get the formatting right, but we did it to keep the trade in the hands of artists and independent owners.
This only exists because of the community. Thank you for the suggestions, the DMs, and the emails. By coming together to highlight independent brands and artist-owned companies, we’ve built something for ourselves.
If you want to know how to help, it’s simple: put your money where your mouth is. Spend your money with people who are actually part of what we do and want to see this trade prevail.
True Line is 100% free and all the information is free. There is no catch. This is about unity and giving back to the tattoo gods.
We are still verifying every link and address by hand, so if you aren’t on here yet, please be patient. It’s not a dig—it’s just me and one other person doing the work. If you’re artist-owned or independent, you belong here. No favorites and no bias.
If you need to be added, message me and send over your logo.
Link in bio. Keep the craft and trade in the hands of the artist and independent and those that want to see tradition push forward.

To understand how Private Equity and one-stop shops change a trade, look at the history of retail. Walmart, Home Depot, and Amazon used this model to replace independent ecosystems with centralized ones. These models provide a platform that looks like support, but the goal is to strip the asset.
It is not about benefiting the company; it is about benefiting the firm. These firms operate on a 5 to 7-year "Holding Period" to maximize value for a future sale. The handoffs are public record: Bunker Hill flipped to Audax in 2017. Bertram flipped to Trivest in 2021.
The one-stop shop model impacts local economies. Customer service lacks, products run out, and those hired have no interest in the work. Innovation slows as competition is eliminated. Product choice disappears when what looks like many options is actually just one or two manufacturers.
When competition is removed, quality drops. This happens across all platforms. This shift includes hiring call centers, outsourcing, and using day laborers to build machines. It is about profit maximization. Support those who support you.