There are all kinds of motorcycle riders. Every one of them, an individual with unique tastes. The only common denominator that unites us, as bikers, is the fact that we ride. What we wear when we do ride, however, can vary wildly, from tank tops and flipflops to full on tracksuit leathers, each person chooses their gear based on their own styles and reasoning. And though there are online shops and brick and mortar stores, if you're lucky to find one near you, that specialize in motorcycle gear, sometimes the items they carry may be too generic, bland or otherwise uninspiring.
Fortunately, with the proliferation of the internet in the last few decades, a crop of very specific, sometimes luxurious, niche brands have popped up to serve those riders that may have a heightened sense of style. And though shops like Revzilla and CycleGear may stock some of those brands, they can't possibly stock everything. That is especially true when it comes to smaller, less known brands and those from outside the United States. But the good news is that the motorcycle market is increasingly becoming more globally connected. And modern commerce websites have made it super easy for anyone to buy anything, from anywhere.
10 Fuel
Fuel is the epitome of retro cool vibes. What began as a motorcycle customization project in Spain, quickly evolved into a shared interest in all things vintage. The creators of Fuel began building authentic scramblers and café racers from old BMW boxer twins and Triumphs in 2012, and raced them in the desert at their annual Scram Africa. Eventually Fuel pivoted into producing motorcycle gear with a cool retro flare and modern technology. They produce everything from riding gear like jackets, pants, gloves and boots to casual apparel like shirts, caps and sweaters. They also have a specific section for women's collection of gear.
9 Ton-Up Clothing
If you've ever heard of 'doing the ton', but not sure what it means, it was a term used in the 1960s when the original café racers came into being in England. Back then, they'd race their heavily modified Triumphs and BSAs from one café to another, in a span of one song in the jukebox, frequently trying to achieve speeds of over 100 miles per hour. Which is where 'doing the ton' comes from, because when you got to 100 miles per hour, you did the ton. Ton-Up Clothing plays up all those vintage scenes by creating graphic apparel collections, for both men and women. If you're into The Distinguished Gentleman's Ride, good old rock 'n roll and cool black clothes, Ton-Up Clothing is going to be your go-to store.
8 Atwyld
The percentage of women in motorcycling is continuing to grow. As of 2018, they accounted for 19 percent of all riders that owned their own motorcycle. But one of the biggest complaints you'll hear from women bikers is that it's hard for them to find gear that fits. Because the majority of riders are men, big manufacturers tend to focus their marketing and products to them. Which leaves at least 19 percent of potential buyers out of the game. Atwyld is one of the few brands that's targeting women riders specifically. Created by women for women, Atwyld aspires to create protective gear for women that fits well and looks just as good. They also have a very active website, which not only showcases the latest apparel, but includes a frequently updated blog and events calendar for women-centric gatherings like Babes Ride Out. Atwyld's offerings can be purchased through their website, or at supporting retailers like Revival Cycles in Austin, Texas and The Bike Shed in LA.
7 Torque Motorcycle Co.
Torque Motorcycle Co. is a fairly young brand, with one heck of a story. Built out of frustration, failure and debt, the company scratched out a spot for itself in e-commerce and never looked back. They offer funky and unique designs for men and women of the urban cruiser communities. They also have casual clothing as well as gear designed specifically for riding. The overall esthetic of the design leans vintage and minimalist, which is a good thing. They also have customized parts for motorcycles, like seats and foot pegs, as well as luggage and a variety of hats and beanies. Torque is going strong on macho vibes, and riders looking for clothing to represent that side of them would be able to buy their gear not only on their website, but in at least nine physical locations in North America.
6 Salt Flats Clothing
Another European brand, Salt Flats Clothing specializes in high quality, stylish urban motorcycle apparel and gear. The name evokes the Bonneville Salt Flats, which is a well-known location for breaking speed records for vehicles of all kinds. Like some of the other brands in this article Slat Flats is primarily an aggregator. Or perhaps a better word would be curator, as they often sell gear and accessories they find exceptional from other manufacturers like Qwart Helmets. The collections they sell are sourced from all over the world, and though they primarily sell it in Europe, they're more than happy to ship their products anywhere else.
5 Helstons
Helstons are unapologetically French. What does that mean? It means that they are highly fashionable, somewhat risqué in their marketing and their website is very much not in English. Started in the late 1980s, and inspired by American culture and pilot flight jackets, Helstons evolved into an edgy motorcycle apparel company, primarily focused on the European market. They have a great selection for men and women, ranging from highly stylized armored jackets to casual wear like tee-shirts and boots. They also sell their own three-quarter motorcycle helmets, bags, scarfs and other fashion items. And if you can't read French, you can also find some of their products on websites like Motostorm, which can be browsed in multiple languages.
4 Wind and Throttle
Wind and Throttle is also a curator, much like Salt Flats Clothing, only their primary focus is on serving women riders. The company founder started Wind and Throttle, after being discouraged by the lack of viable protective, and stylish gear for women that didn't involve pink or focus on sex-appeal above all else. The company now sources from independent manufacturers and designers who know that women riders value comfort, safety and style. And if you're a female rider looking to upgrade your gear, you can find just about anything you're looking for on their website, including the aforementioned Atwyld brand.
3 Tobacco Motorwear
Maybe you've seen Tobacco's wild ads on YouTube or Instagram. You know the ones, where someone is dragged behind a car, while wearing Tobacco gear. It's an interesting and effective way to show how tough their clothes really are. And that's Tobacco's claim to fame in the apparel game. They sell tough clothes for tough men and women who ride. And though they claim that they're not into the "fast fashion thing", their gear has a certain minimalist esthetic to it that speaks volumes without employing extremely loud designs. But make no mistake, you don't go to Tobacco Motorwear for casual clothing, though they do sell some of that as well. You go to Tobacco for riding gear that will protect you, first and foremost. Utilizing materials like DuPont's Kevlar lining, removable D30 armor and 12 oz premium canvas shells, Tobacco aims for safety first, while not neglecting style in any way.
2 Fasthouse
But if loud designs is what you really want, and your main obsession is riding off-road, then Fasthouse is always the correct option. Providing gear for not only men and women, but youths as well, Fasthouse targeted dirt riders and never looked back. There are plenty of colorful moto jerseys to go round for everyone, as well as casual offerings like shorts, socks, hoodies and hats. And while protection is a different ballgame in the off-road world, Fasthouse does sell goggles, helmets and gloves as well. They'd also been able to partner with other manufactures to create special collections. There are Fasthouse branded Bell helmets, VonZipper sunglasses are sold on their website and 805 beer and Hotwheels can be found on their jerseys. They're also partnered with Brand X, which has ties to Hollywood stunt men, women, coordinators and directors.
1 Deus Ex Machina
Deus Ex Machina is, perhaps, the main inspiration for not only this article but some of the brands in it as well. Started in Austratlia in 2006, DEM began, much like many motorcycle brands do, by building custom bikes. Since then, the company has grown exponentially, with physical stores and cafés on just about every continent.
Their online store has specialized collections, gear and accessories for both men and women, but beyond the apparel, Deus Ex Machina is also focused on the culture that strays from motorcycles to surfing, cycles and snow. They have an active blog that serves up highly curated articles on gatherings, parties and concerts, all centered around their philosophy that we shouldn't be as fractured into our niches as we are. They welcome all, be they bikers, surfers or snowboarders.