West Coast Choppers is a lifestyle brand

Lifestyle brand

A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing.Each individual has an identity based on their choices, experiences, and background...

 that began selling screen-printed t-shirts and stickers with the company's Iron cross/Maltese cross

Biker Cross

The Biker Cross is a derivative of the Iron Cross. Since it first appeared, there have been many variations of the biker cross.Bikers started to display the Iron Cross in the mid-1960s with the advent of outlaw biker gangs. Originally bikers displayed the Iron Cross as a symbol of rebellion to...

 logo while founder and "master marketer" Jesse G. James

Jesse G. James

Jesse Gregory James is an American television personality and CEO of West Coast Choppers, a manufacturer of custom-made motorcycles. James was the host of the reality TV shows Jesse James is a Dead Man on Spike TV and Monster Garage, on the Discovery Channel, and the focus of the documentary...

 was finishing high school, packaging the accoutrements of the chopper

Chopper (motorcycle)

A chopper is a type of motorcycle that was either modified from an original motorcycle design or built from scratch to have a hand-crafted appearance. The main features of a chopper that make it stand out are its longer frame design accompanied by a stretch front end...

 lifestyle long before any actual West Coast Choppers customs had been ordered or sold. Even after the company did begin building custom choppers, 60% of revenue still comes from sales of WCC-branded

Brand management

Brand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...

 marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 tie-in

Tie-in

A tie-in is an authorized product based on a media property a company is releasing, such as a movie or video/DVD, computer game, video game, television program/television series, board game, web site, role-playing game or literary property...

s such as clothing, beverages and tools.