Interview by Mike Coons

Joe Amato is a man who wears many hats: piercer and owner at No Hard Feelings Tattoo Gallery in Coral Springs, FL; Executive Director of DisgraceLanD Entertainment; Director of Skin Mechanics Suspensions; and owner/lead fabricator for Skin Mechanics Steelworks, which is the entity that brought us this year’s winner of the Creative Innovation Award.

Skin Mechanics Steelworks “Art Hook” line is a beautiful twist on the Gilson hook design. It fuses custom-shaped side plates (boat anchors with captain’s wheels and brass knuckles to name a few) with gems and tricked-out anodization to create something that is both aesthetically pleasing and still safe for human suspension.

As some of you know, Joe is a bit of an introvert, so as his friend and business partner (at DisGraceLanD Entertainment), I felt I would be able to get a little more out of him than some other interviewer. I sat down with Joe to hear his thoughts on winning this year’s Creative Innovations award, the future of Skin Mechanics, and the future of the suspension and piercing communities.

Mike Coons: So tell us Joe, what are your thoughts on winning this year’s Creative Innovation Award at the APP Conference?
Joe Amato: My first thought now is, thank god we are doing this interview! I was so ecstatic at the banquet when they announced it that all I could do was smile, say thanks, and run back to my seat, so I left a lot unsaid.

I have so many thoughts; it is hard to pick one thing to say. I could say “thank you” all day long, because this is a huge team effort. It is no longer just me and a machine shop: in addition to Nicola Sands, Brandon Pearce, Joshua Fisher, and Nathan Mahle, there is the big team with Marc Gagneir and Jason Coale—of Painful Pleasures—who make our titanium pins. In fact, I owe these guys a lot. (They carry our entire line of hooks and rigs, and we are going to be selling the new art hooks and art rigs exclusively through their website). Both the Art Hooks and the Gilson Hooks are thanks to the collective effort of all these people.

But I still can’t believe this happened. Looking at my hooks in that showcase during Conference, it was hard to conceive of winning. My hooks were sitting next to my very inspirations; that was pretty cool.

MC: What was your inspiration for the new hook design?
JA: I was in the workshop, playing with a chrome-plated 12-point bolt that I had to buy to make a hook with, and I decided I wanted to do special editions of really cool artsy hooks. Some I would always offer, and some I would do like 5-pairs of and that would be it.

I thought about Jimmy Buddha’s jewelry while we were making it . I love his large gemmed jewelry and his style, and I was inspired to find big crystals to put into some fresh, new designs.

We got right to drawing. That night we drafted up 6 new hooks, and in two weeks they were assembled and in my hands. I could hardly believe we got them done so fast, but the work was so exciting we went non-stop.

MC: Suspension hook design has primarily stuck to functionality over form. Why go the other direction?
JA: Even from the start (with the rigs) I have always wanted to make functional art. We have spent years working on function, manufacturing processes, new finishes, and making the rigs more artistic, but the hooks still felt like parts. It was time. This idea will give us something new and fun to make, and add to the art of suspension. Not to mention that there are a lot of people doing suspension photo shoots, and I think this can add a lot to that too. The possibilities are so exciting—and almost endless—from the variety of materials I can use to the different plating, anodization, overlay, and customization options; this idea has a long way to grow.

MC: What else does Skin Mechanics produce?
JA: We make a lot of suspension gear—almost 30 different suspension rig plates, and all are available in many finishes plus anodizing options. There are custom rig plates, Gilson hooks and wrenches (these are also available in three finishes and two different materials), and now there are the art hooks and even our own cord.

But we are a growing job shop at heart; it’s not just suspension gear. We make arcade cabinets and parts for them. We make a single-player, arcade-style controller that works on PS3, Xbox 360 and even retro systems. We make a lot of parts for other people, too. Some are completely finished, from bottle openers to—one my favorites—a sewing jig for a CNC sewing machine that makes Ballistics Body Armor…we make whatever comes up really.

My favorite part about what we make is that we do almost everything in house. We get to play with the processes and be artistic with them as opposed to outsourcing, where you would never gain that experience nor would you have the control to do custom work.

Who knows what type of stuff we’ll make in the future; I don’t want to limit myself on what I make, because I never imagined I would be making most of the things I am now, and I love new projects.

MC: Let’s shift gears here for a second. What are your thoughts on the suspension community as a whole?
JA: It is growing so much on every level: acceptance is greater, shows are getting better. Events like Dallas SusCon have evolved and education is huge deal right now. With all the people working hard to make it so, the suspension community is growing quickly, and safely, and I couldn’t be happier. Suspension is evolving too, the huge regional groups are still there, but there are a lot of smaller local groups now, so a lot more people are getting involved on that end.

MC: Where do you see suspension going, and what’s your place in its future?
JA: Just like the progression we have seen with tattoo and piercing shops—people go from apprentice to artist to opening a shop—in the suspension community they go from member to team leader to starting a group of their own.

This is a good thing for suspension. The information is there and everyone wants to share it with you. There are events based around learning, and many people that never would have will suspend because of it. Members of groups all over will start new groups, and in time, this cycle will start over again. It’s awesome to watch because even as old as suspension is, it is still so new.

Being a supplier to the groups, I may have a unique view of this. Since September—when I announced a wholesale offer to groups—I have sent out more hooks than every year previous combined. I have spoken with so many new groups, and got them safe stuff to work with. I have also helped existing groups get more gear, which was the hope with the wholesale program in the first place.

So where do I see myself in it’s future? Well, I hope that trend stays true. As this grows, we have grown with it. There is so much ground left to cover, so many areas untouched, and so much left to innovate. Suspension is the creative love of my life, so I just hope I can keep being creative with it as long as this world will let me.

MC: It sometimes gets overlooked, but you are also an accomplished body piercer. How are things at the shop these days?
JA: Things at the shop are great. No Hard Feelings Tattoo And Piercing is the best we have ever been. We are big team, so there is always a lot of people and good vibes going around the place. There are seven tattooists, two counter people, and four piercers—Nicola, Brandon, Josh, and I—so there is a cool dynamic that I really enjoy, especially since I am used to being the only piercer at a shop.

MC: How do you find time to pierce with everything you have going on?
JA: I work seven days a week to try to fit it all in. I work weekdays at the waterjet and do steelworks at night, or visa/versa. This leaves weekends for the shop (and piercing). After working so hard all week, the shop is like heaven: air conditioning, and awesome work in a social environment with cool clients; it’s the best. Even though I am working, it feels like a few days off.

MC: I’m gonna go ahead and slip this in there. Are you going to MECCA?
JA: Without a doubt, MECCA is actually the biggest production we will be doing all summer. We at Skin Mechanics Steelworks will be sponsoring MECCA with free Gilson Hooks to any attendee that wants to use them. They can then buy them or give them, back. We are shooting to have 500 Gilsons, plus tools, by MECCA. Last year, when we did this sponsorship on a smaller scale, we noticed a lot more people suspending, and people suspending multiple times in the weekend, because they weren’t limited by the amount of hooks they brought with them, and we are hoping to see an even greater turnout this year.

MC: I have to mention it, the new look: the hair, the beard…it kinda has a Charles Manson/crazy scientist feel. What do you have going on it that head of yours? What can we expect from the mind of Joe Amato in the future?
JA: Hahaha, I kinda feel like a crazy scientist. I have been making jokes that the hair and beard have been growing as long as I have been in the machine shop. It’s kinda true. But seriously, I started growing it out because I want to attempt a beard lift with Jason the Illustrated Penguin Boy of the Freak Kings. He is about 70 pounds, and I want to suspend him at the South Florida Tattoo Expo in August before I shave it off for my 30th birthday, on August 19.

As far as what to come, the best I could hope for is that we continue to grow and acquire more machinery to keep adding things to the line. We have tons of ideas. We would like to branch out in the future as well, but all things at the right time. One thing I have learned is when you have cool ideas is that it’s better to build suspense than blow the surprise. So you’ll just have to wait and see. Whatever it is you can be sure we are always trying to be innovative, and we’re doing it for the right reasons.