'I'd like to think Matt Groening would approve.'
In the heart of Deptford High Street, South London — an area known for its bustling markets, Caribbean takeaways, and rich history of creative subcultures — sits Kids Love Ink (kidsloveink_london), a tattoo studio that’s been part of the neighbourhood for nearly two decades. Don Richards has been tattooing there for the last 12 years and took over ownership five years ago. With a career spent in bustling street shops, he’s built a reputation for versatility, creativity and a particular niche: The Simpsons tattoos.
“I started doing Simpsons tattoos maybe 10 or 12 years ago. It started after we’d done a Halloween flash day at the shop," Don says. "I’d done some Halloween Treehouse of Horror flash in my style and people were really in to it, so I kept drawing more Simpsons flash, and people seemed to be in to that too. The more Simpsons tattoos I did, the more I’d get asked for.”
For Don, The Simpsons isn’t just a recurring theme in his work — it’s tied to his own experience growing up with the show. “I’m actually old enough to remember the Simpsons first coming out! Never had Sky though, so renting it on VHS was the first I got to see it. Eventually it came on BBC2 on week day evenings. Was always a big fan and have been watching it on repeat ever since.”
That connection — and the show’s lasting appeal — is something that still resonates with him today.
“It’s just funny isn’t it, especially the earlier series. So many memorable scenes and lines that you end up quoting in day to day situations. I can watch the older episodes again and again and still laugh every time.”
Certain characters have proven especially popular among clients over the years.
“Lisa is probably the one I’ve tattooed the most, she’s iconic! Milhouse and Moe are favourites too. It’s always fun when I get to tattoo a character I haven’t done before, especially if they’re a more obscure one, or it’s a really niche reference.”
When it comes to designing a Simpsons tattoo, clients usually bring a range of ideas — some specific, some more open-ended, and Don works from there.
“A lot of time people just have an idea of the character they want, or have a rough idea of a theme involving that character and I’ll draw it up from that. Some people just want a specific frame from the show tattooed in my style. And some pick stuff straight off my flash, which is always a privilege to get to tattoo on someone.”
Don’s adaptability comes from years of working in traditional street shops, where versatility was essential.
“I’ve been tattooing a long time, and have always worked in street shops, the aim for me was always to be able to tattoo whatever was asked of me, so I tattoo most styles. My main style I guess, is a sort of illustrative combination of trad and Japanese, with elements of punk, skate, and comic book graphics. And of course Simpsons tattoos.”
Regardless of the subject matter, Don approaches every tattoo with the same mindset: clean, bold, and built to last. His love for the show, combined with years of hands-on experience, has turned these pieces into a signature part of his work — and a fitting tribute to the enduring impact of The Simpsons.
“I try to think about longevity, as with any tattoos I do. Keep it bold and clean, and do it a decent size. Not had to refuse any ideas so far. I read that Matt Groening says he gets a kick out of seeing bootleg stuff, so he never sues. I like to think he’d approve!”
See more of Don's work @don.rza.tattoos.