About IslandTAT
The story behind IslandTAT — a San Diego-area studio specializing in custom freehand Polynesian tattooing — and the artist who built it from the ground up.
Joshawa Elsas — Polynesian Tattoo Artist
IslandTAT was founded by Joshawa Elsas, a Chamorro tattoo artist and cultural designer raised in Hawaiʻi who has practiced tattooing since 1999. His selected work and cultural-design practice are presented on his artist portfolio at joshawa.art.
Growing up on the Big Island of Hawaii and attending high school in Oahu, Joshawa developed a strong connection to Hawaiian culture. Although of Chamorro descent (Guam), the Hawaiian islands deeply shaped his identity and instilled a profound appreciation for Polynesian culture that would define his life's work.
His journey into tattooing began when his dad handed him a homemade tattoo machine and asked him to finish a Guam Seal on his arm. With no prior experience, Joshawa practiced on oranges until he felt ready. That moment sparked a passion that has driven him ever since — traveling throughout Polynesia, sharing the stories and beauty of Polynesian culture through every tattoo he creates.
At 18, Joshawa joined the Navy and eventually landed in San Diego, where he founded IslandTAT and developed a studio practice focused specifically on custom Polynesian tattooing. IslandTAT began as a clothing brand in 2003, featuring Polynesian tattoo designs on apparel, and expanded to include IslandTAT Tattoo Studio in 2007.
Tattooing since 1999, Joshawa serves as Spiritual Tatau Artist for the Ali'i Nui of the Polynesian Kingdom of Atooi (a Pacific sovereignty movement documented by Business Insider), contributed Polynesian tattoo-based artwork to the 2022 Kona Café renovation at Disney's Polynesian Village Resort, and has been featured in Inked Magazine and The Coconet TV for a completed full-sleeve tattoo commission for recording artist Jidenna. His freehand body-flow technique — combined with deep knowledge of Polynesian symbolism — produces work that is both culturally grounded and visually distinctive.
The IslandTAT Story
IslandTAT — TAT stands for Traditions All Together — was founded with a singular mission: to be a trusted destination for culturally grounded Polynesian tattooing. What began as a clothing brand in 2003 expanded into the IslandTAT tattoo studio in 2007, with a dedicated focus on Polynesian tattoo work. The clothing and the tattoo practice run side by side, which is where the studio's motto comes from: Two Paths. One Legacy.
Located in Lemon Grove, in the San Diego area — home to one of the largest Pacific Islander communities on the U.S. mainland — the studio serves as a cultural anchor for Polynesian art and identity. The team now includes Senior Tattoo Artist Maddy Tellez and Apprentice Tanner, each bringing their own cultural heritage and artistic vision to the IslandTAT family. Meet the full team on our Artists page.
The studio's philosophy is built on the concept of designing with mana — the Polynesian concept of spiritual power, authority, and prestige. Every tattoo created at IslandTAT carries this intention: to honor the wearer's story, heritage, and personal journey through art that holds genuine cultural weight. Learn more about the IslandTAT Method.
IslandTAT Cultural Interpretation
The meanings, symbols, and motif descriptions presented throughout these guides reflect IslandTAT's modern, research-informed interpretation of Polynesian tattoo art. Polynesian tattooing spans distinct island traditions — including Samoan, Hawaiian, Tongan, Māori, Marquesan, Tahitian, and other Polynesian traditions — and meanings can vary significantly across cultures, regions, and family lineages. Neighbouring Pacific traditions such as CHamoru (Marianas) are Micronesian rather than Polynesian.
Motifs are inherently contextual and story-driven. The same symbol can carry different weight depending on its placement, the motifs surrounding it, and the personal narrative of the wearer. There is no single "correct" meaning for any element — only culturally informed choices made with intention and respect.
IslandTAT does not claim to be a traditional authority on any single Polynesian culture. We honor the tufuga ta tatau and the traditional masters who have preserved these art forms across generations. Our approach is contemporary studio work — informed by deep study, cultural relationships, and practice since 1999 — not a replacement for sacred cultural protocols.
We believe that mana comes from intention and co-creation — from the genuine conversation between artist and client, the respect given to tradition, and the commitment to creating work that carries real cultural and personal significance.
Accomplishments & Collaborations
- Specialized Polynesian tattoo practice since 1999
- Founder of IslandTAT — Polynesian design and clothing brand established 2003; IslandTAT tattoo studio in San Diego opened in 2007
- Author of 'The Polynesian Tattoo: Code — Foundation, System, and Story in Contemporary Polynesian Tattooing' (published on Amazon)
- Spiritual Tatau Artist for the Ali'i Nui of the Polynesian Kingdom of Atooi — a Pacific sovereignty movement documented by Business Insider (2014)
- Polynesian tattoo-based artwork contributed to the 2022 Kona Café renovation at Disney's Polynesian Village Resort
- Featured in Inked Magazine for a completed full-sleeve tattoo commission for recording artist Jidenna
- Profiled by The Coconet TV (Pasifika arts platform) on the same Jidenna full-sleeve tattoo commission
- Quoted in AsAmNews' national feature on Pasifika tattoo culture (2021)
- Host of the TATtalk podcast on Polynesian tattoo history and stewardship
- Travel and study across Hawai'i, Samoa, the Marquesas, Aotearoa, and Rapa Nui
- Of Chamorro descent (Guam); raised on the Big Island of Hawaii, high school on Oahu
As Featured In & Recognized By
Our Approach to Polynesian Tattoo Art
Every IslandTAT project follows a structured process: deep consultation, freehand on-body design, deliberate multi-session execution, and comprehensive aftercare guidance. We don't rush. We don't cut corners. We don't copy templates from the internet.
Our specialization in Polynesian tattooing means we understand the cultural grammar behind the visual vocabulary — which symbols belong to which traditions, how placement affects meaning, and how compositions should interact with the three-dimensional reality of the human body.
Whether you're a first-generation Pacific Islander honoring your family's legacy, a collector seeking custom tribal tattoo work in San Diego, or someone drawn to the beauty and power of Polynesian-inspired art — IslandTAT is where your journey begins. View our portfolio to see the work firsthand.
About IslandTAT — FAQ
Work With IslandTAT
Begin your tattoo journey with experienced, research-informed Polynesian tattoo artists in San Diego.