With roots buried deep in the soil of Americana no single article of clothing has had the fashion staying power of the black leather jacket. The enduring leather jacket has been part of the fashion world for nearly sixty years. It’s had long and twisted journey from military equipment to symbol of rebellion to irreplaceable symbol of cool.World War II pilots brought back the heavy leather bomber jackets they couldn’t part with. Many brought back a sense of dissatisfaction as well and few aspects of civilian life could relieve it. They closest thing they could find to the freedom and thrills of their wartime aircraft, was the motorcycle. They donned their bomber jackets, and headed out on the road and into the imagination of America. To this day the biker subculture is deeply entwined with veterans and their issues. The leather jacket is not just a symbol of rebellion but of patriotism as well.Marlon Brando cemented the rebellious image of the leather jacket into the national identity in his 1951 movie The Wild Ones. The success of the Wild Ones guaranteed an endless parade of motion pictures that portrayed to motorcycle sub-culture. Some were flattering while others vilified the leather clad biker clubs. What they all shared was a portrayal of outsiders looking bad in leather jackets.The leather jacket’s place in American culture has only been helped by its close association with one of the most recognizable brand names in the world, Harley-Davidson Motorcycles. The two are so closely connected that it is almost impossible to think of one without thinking of the other.The leather jacket was only the beginning. Over time leather itself came to symbolize the non-conformity and rugged lifestyle of the motorcycle rider. Leather looks good, is durable, and serves to protect the rider. The armor, if you will, of modern mounted man. From the original jackets sprang vests, chaps, gloves, and now no body part from head to toe need be leather free. Just about anything else a motorcyclist might need from tool bags to bike covers has been made of leather. The distinctive and highly practical large wallet on a chain has found its way into the pockets of many people who’ve never ridden a bike in their life.The biker culture has changed over the years, distancing itself somewhat from the sometimes-criminal activities of the earlier biker culture. Today’s leather and motorcycle enthusiast is more likely to be a lawyer or contractor than vagabond living life on the edge. Strollers stand next to saddlebags. A visit to a gathering of motorcyclist will make it obvious to even a casual observer that a whole lot of money is spent in preparation for these events. Harley-Davidsons cost a lot of money and the leather accessories aren’t cheap either. The devotion motorcyclists’ show for their hobby suggests long-term customers who will gladly plop down greenbacks to get the black leather they want.Of course, the leather jacket has long been a vital fashion accessory for the celebrity. From James Dean in the 1950’s to Madonna’s quirky look in the 1980’s to Jennifer Lopez today the leather jacket has always graced the shoulders of the trendsetter.The price of leather jackets varies wildly depending on quality, printing, and area of manufacture. The very popular Orange County Chopper brand offers a high quality jacket for about $230 retail price. The least expensive men’s jacket a little research turned up was $20 a piece. However, they did not appear to be of great quality. A better estimate is $60 to $90 for a simple man or woman’s motorcycle style jacket. The jackets are available with a variety of printed images for a little more. Patriotic images are probably the most popular and flag printed jackets can be found for $70 to $100. Other styles of leather coats are usually more expensive than motorcycle jackets. For example, a full-length trench coat can be found for about $140. Children’s sizes are available for $20 to $50.Motorcyclists buy a lot more leather than just jackets. A retailer with a good biker customer base might want to look the tremendous collection of leather accessories available from the jacket makers. The wallets mentioned before cost around $10 and are always popular. Distinctive leather doo-rags are inexpensive, take up little space, and are good impulse items.Whether your customers ride motorcycles, the subway, or the tractor the leather jacket’s enduring appeal make it an excellent option for clothing retailers. Styles change and today’s fad goes the way of the leg warmer but the black leather jacket remains.Art Mickelwraith is the author of the Wholesale Buyer’s Guide at TopTenWholesale.com. He can be reached at artmicklewraith@gmail.com.
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