Jesse James: The Man and his Machines by Mike Seate (2003)

Master bike builder Jesse James (yes a far relation to the real Jesse James) is an excellent self promoter (going from being a college dropout, and bar bouncer to running a million dollar business), and also a master welder and metal worker, who seem to be immensely enjoying his craft, working himself and his "mexicans" with 12+ hours days. Learning from the rough neighborhood his shop is located in, he melds the images of chopped bicycles, prison issue exercise cap, and the like into his form of art. 60% of the business comes from apparel sales, which shows at the West Coast Chopper site, as motorcycle chopkits nowhere to be found. Nice chopper photos and a compelling story.

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