West Coast Choppers facts for kids
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| Private | |
| Fate | In Business |
| Founded | 1992 or 1993 in Paramount, California, U.S. |
| Headquarters | Austin, Texas, U.S. |
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Key people
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Jesse James |
| Products | Branded clothing and other tie-in merchandise, choppers |
| Revenue | US$ 6 million |
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Number of employees
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50 |
West Coast Choppers (WCC) is a company that started by selling T-shirts and stickers. These items featured the company's special Iron cross/Maltese cross logo. The founder, Jesse James, began this business while still in high school. He focused on selling items related to the chopper lifestyle. This was even before the company started building custom motorcycles.
Even after WCC began making custom choppers, most of its money came from selling branded items. These included clothing, drinks, and tools. The company sold about 12 to 15 motorcycles each year. These bikes cost around US$150,000 each. Selling these bikes actually cost the company money, but it helped them get a lot of positive attention. WCC became famous by sharing the names of its celebrity clients. These included Shaquille O'Neal, Kid Rock, Keanu Reeves, and others. Jesse James himself was also a big part of the company's marketing. He appeared on TV shows like Motorcycle Mania and Monster Garage on the Discovery Channel.
The original West Coast Choppers workshop in Long Beach, California, closed in 2010. However, it reopened in 2013 with a new main office in Austin, Texas.
Contents
History of West Coast Choppers
West Coast Choppers was founded in the early 1990s. The company became well-known after the TV shows Motorcycle Mania I and II aired in 2001 on the Discovery Channel. In 2004, Jesse James also starred with Kid Rock in Motorcycle Mania III. These shows helped the company become more famous and grow its fan base. Jesse James also narrated a 2006 Discovery show called History of the Chopper. In this show, he built his own motorcycle to celebrate the 1960s style.
In 2004, some schools in California banned West Coast Choppers merchandise. This was because the items used the German Iron Cross symbol. Some people thought this symbol was linked to Nazism. However, Jesse James and others explained that the cross is actually based on the Maltese cross. They pointed out that many fire departments use a similar cross. A skateboarding store employee noted that one WCC T-shirt combined the cross with a WWII German-style helmet. This made some people uncomfortable. A similar ban in Las Vegas, Nevada, in 2003 led to student protests.
In 2005, West Coast Choppers agreed to pay $35,000. This was to settle a claim that the company had used software without proper licenses. This software was used to design their motorcycles.
In 2007, Jesse James faced a large fine. This was because West Coast Choppers had sold more than 50 motorcycles between 1998 and 2005. These bikes did not meet the air pollution rules set by the California Air Resources Board (CARB). James said he did not know about new rules for small motorcycle makers. He also said CARB refused his offer to fix the bikes that did not meet the rules. Since 2005, West Coast Choppers has built bikes that follow all emissions rules.
In 2008, West Coast Choppers worked with the City of Long Beach. They designed steel artwork for city streets. They also designed the "Long Beach 2030 Plan Van." This was a mobile classroom to promote city planning projects. In 2009, the City of Long Beach even renamed part of a street "West Coast Choppers Place" to honor the company.
In 2009, West Coast Choppers stopped selling parts for customizing motorcycles. They only offered complete bikes, clothing, and other non-bike items. Jesse James wanted more control over production. He also wanted to fight against fake products and ensure high quality.
In October 2010, the Long Beach shop closed. Jesse James later decided to reopen the company in 2013. In 2019, WCC launched a new line of merchandise called KIMI. This was a partnership with Kimi Raikkonen, a famous F1 World Champion.
Marketing the Brand
The founder, Jesse James, is a key part of West Coast Choppers' marketing. People see him as a "relatable bad boy" with a "blue-collar appeal." This image, along with the name Jesse James, brings to mind a "Wild West romance." This helps the brand stay popular and profitable. Jesse James is often compared to famous entrepreneurs like Martha Stewart and Coco Chanel. This is because he can turn an image into many successful fashion lines.
One major way WCC promotes itself is through its celebrity clients. For example, the motorcycle made for Shaquille O'Neal cost US$150,000. It was custom-made for his large size, resulting in a very long bike. This custom bike brought "priceless publicity" to the company.
Jesse James sometimes made jokes about his customers or the high prices of his clothing. For example, he once joked about expensive shirts, saying he could get cheaper ones at a swap meet. This "bad boy" image is mainly used to sell clothing, which is the company's biggest moneymaker. Sales in Europe are much higher than in the US. At one point, WCC had five clothing lines. Some were sold at Wal-Mart, while others were in more expensive stores like Nordstrom. Koral Industries designs and makes WCC clothing. The clothing includes hoodies, tank tops, T-shirts, and jackets. There are also Jesse James/WCC-branded work clothes.
Besides clothing and custom choppers, WCC also partners with other companies. One partnership was a 2004 contest with Yoo-hoo chocolate milk. People could win a motorcycle by entering a contest found in Yoo-hoo bottles. West Coast Choppers also signed a deal with Huffy. WCC would design Huffy choppers to be sold at Wal-Mart. This aimed to repeat the success of bikes designed by a rival company, Orange County Choppers.
Other partnerships include welding tools made by ESAB, designed by Jesse James. Airstream trailers also had a deal. This included a WCC motorcycle with a sidecar that looked like the famous camper trailers. Another drink company, Coors Brewing Company, added West Coast Choppers logos to their products.
Motorcycle Style
West Coast Choppers motorcycles are often called "old school" and "minimalist." This means they are stripped down, with just the engine and basic parts. A special feature of WCC bikes is the use of decorative metal parts that look like old bullet casings. These are purely for decoration and are found on fuel caps or handlebars. This design choice is meant to remind people of Jesse James' distant ancestor, the old west outlaw Jesse James. The biker's cross logo, a version of the Iron Cross or Maltese Cross, is also common on WCC bikes. This symbol is very popular in Kustom Kulture.
While called "old school," WCC designs have also changed over time. Jesse James has moved away from traditional Harley-Davidson choppers. He looks for new and original styles. Some influences include Lambretta scooters, Honda 305 Scramblers, and Schwinn Black Phantom bicycles.
The logos and designs for West Coast Choppers are created by a professional design firm. They research colors and styles that "old school bikers" like, such as old military patches. This helps them create designs that look authentic and handmade for customers.
Images for kids
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1870 Iron Cross
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Maltese Cross
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Bundeswehr logo
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St. Florian Cross
See also
In Spanish: West Coast Choppers para niños
