The process is similar to normal tattooing, with the same inks and needles being used- although the latter obviously don't need to be sterile. It takes from 20 minutes to a couple of hours depending upon what somebody wants and the complexity of the design.
So far, the most popular designs have been initials and dates- presumably to prevent customers forgetting their loved one's birthdays- while the most unusual include the depiction of private body parts and a selection of small, cute animals.
The pop up parlour will be running at Selfridges until 16th October 2011 and the service is free and available to everybody who purchases a pair of Sweeneys from their shoe department.
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