The practice of tattooing is something which has undergone a dramatic shift in recent years. Once something deemed worthy for only the lower-class echelons of society, tattooing is now practiced by those from a wide variety of classes, statuses, and demographic compositions. After providing a brief account of the historical and contemporary views associated with tattooing, this paper will discuss the ways in which tattooed individuals manage and negotiate their tattooed identity in relation to audience perceptions and expectations. It is argued that through utilizing various forms of identity work and impression management techniques, an individual's tattooed identity is activated or deactivated dependent upon the interaction process with others.