There is a lot of noise today.
A lot of pictures, a lot of wheelies, a lot of shit.
Because of the Internet, it’s possible for people like me to post some pictures, and try to sell shirts in hopes we can change our lives.
It’s capitalism and it’s the fuel that keeps the fire going in today’s world.
That’s all I hear:“People will follow a good story for your brand or your lifestyle company.”
Listen, I love a good story as much as the next guy. But it all just feels so fucking disingenuous.
Now, maybe it’s the punk in me that never died.
But it never sat right with me - seeing this thing that we all love so much neatly defined as a “lifestyle brand”.
Fitting this chaos, this "thing" we chase, into a neat little box on some social media ad.
But how do we define this “thing”?
I'm sure its different for all of us, and I don’t know about you. But for me, it’s having a frame in one corner of your garage, and the engine scattered around the rest.
That’s when you get to know each other.
That’s where that bond starts.
Because you’re not just building a bike, you’re building a relationship.
I’ll call any one a liar to their face if they try to tell me they haven’t started talking to their bike during assembly.
At some point you realize, “This fucking thing is starting to look like a motorcycle.”
And when it’s time to start her up for the first time, there’s that unspoken agreement between man and machine:
“You take care of me, and I’ll take care of you.”
And that first ride, you hear every single movement in that engine. You’re completely in sync with it.
If you have any sort of style, every swinging dick is going to watch that bike pass by and, for a split second, wonder why they don’t have something like that in their lives.
But, if you are riding the same bikes that I am, you know how temperamental they can be.
No matter how perfect you feel like the build went, shit is going to break, leak, and not want to start.
At times, it will drain your patience, and will guaranteed drain your wallet.
But in the end, you’ll pony up.
Because in the end, it’s not about the sick burnouts, the mile long wheelies, or Evil Kanevilling.
It’s about this thing that has taught you patience and attention to detail, on and off the road.
Letting it drown out the noise, and make you focus on the road ahead.
It’s about getting lost in the wind with this thing you’ve built.
This isn’t a lifestyle, it’s a love affair.
That’s what the heart and soul of Out of the Cage is. That’s why we have it displayed so proudly across our products.
So if you feel the same way, you’re in the right place.