Issue link: https://read.dmtmag.com/i/657286
New apparel brand launched at V-Twin Expo BY LIZ KEENER MANAGING EDITOR Trying to get 10 minutes to chat with Howard Kelly at the V-Twin Expo in February was nearly impossible. There's no doubt the Black Brand portion of the Biker's Choice booth was one of the hottest spots inside the Duke Energy Convention Center in Cincinnati. Kelly, the brand manager for Black Brand, was busy throughout the weekend talking to dealers after unveiling the new apparel house brand from Biker's Choice. "It's a new brand based on the idea that not everybody that wants good riding apparel wants Harley [brand], and when you look at the cruiser market, you have Harley, and you have the stuff you can buy in the tents at Daytona. There's nothing in the middle that's both cool and has quality, which led us to decide to introduce Black Brand," Kelly told Powersports Business. Kelly and the crew at Tucker Rocky/Biker's Choice developed the brand as an alternative for cruiser riders who don't ride Harley-David- sons, or who ride Harleys, but want an option other than OEM branded gear. The goal was to create good-looking gear with high-quality construction. "I've been riding for forever, like since I was 8. I've been an editor at magazines, stuff like that, so I know the apparel," Kelly said. "I know the stuff that works and what doesn't, so we engineered all of our stuff to have all the things that bothered me removed going forward. So we have stronger straps inside the jackets. We have labels that are big and prominent, so it's easy to see the size of the jacket. We have functional vents. We have pockets that don't interfere with the vents." The line includes leather and non-leather jackets, vests, chaps and gloves for men and women. The base model non-leather jackets start at $160, while base leather jackets run $275-$300, and Platinum Series jackets run upwards of $400. Leather jackets, chaps and vests come with a six-year manufacturer's war- ranty, while non-leather jackets, chaps and vests have a three-year warranty, and gloves have a two-year warranty. "With YKK zippers and well-thought-out engineering, we can stand behind the product because we took all the com- mon failures out before we built the first one," Kelly explained. B l a c k B r a n d a l s o carefully considered women when develop- ing its gear. Women's g l o v e s , f o r e x a m p l e , h a v e b e e n d e s i g n e d based on the shape and size of a woman's hand, rather than just making a men's glove smaller. And jackets range from simple leather pieces to the metal- studded Sheared Beaver, featuring beaver fur on the collar and wrists. "We know when a woman sits down, her hips are shaped different than a man's. All of our women's jackets have a relief on each side of the jacket, so when they sit down, they can unzip instead of buying a bigger-sized jacket," Kelly said. BlackBrandMC.com also has been designed, so it's just as simple to find all of the women's gear as it is to find the men's line. In addition to jackets, chaps and gloves, Black Brand also introduced The Cheater, FOCUS PSB V-twin Motorcycle 18 • April 4, 2016 • Powersports Business www.PowersportsBusiness.com IF YOU ARE ONE OF THE ELITE DEALERS IN NORTH AMERICA, YOU DESERVE TO BE RECOGNIZED. DON'T LET YOUR COMPETITION BEAT YOU TO IT. IF YOUR DEALERSHIP… …WE WANT YOUR PARTICIPATION IN THE 2016 POWERSPORTS BUSINESS POWER 50 AWARDS PROGRAM. ü Focuses on customer service ü Plans for future success with sound planning, marketing and training initiatives ü Maintains a retail environment that promotes an exceptional powersports lifestyle CALL FOR ENTRIES 50 POWERSPORTS DEALERS WILL BE RECOGNIZED IN THE INDUSTRY FOR STRONG BUSINESS OPERATIONS, CUSTOMER SERVICE, MARKETING TACTICS & MORE! u TO APPLY, go to www.powersportsbusiness.com/power-50 APPLICATION DEADLINE IS JUNE 1. MAKE SURE YOUR BUSINESS PARTNERS ARE NOT OVERLOOKED! Are you a supplier or vendor to a top-performing dealership? Nominate your exceptional dealership partners by sending an email to dmcmahon@powersportsbusiness.com Sponsored by: 03916S Biker's Choice paints the town Black See Black Brand, Page 19 The Black Brand portion of the Biker's Choice booth at the V-Twin Expo was one of the most popular stops during the show. The men's Vintage Knuckle glove retails for $39.95.