West Coast Choppers (WCC) is a lifestyle brand that began selling screen-printed t-shirts and stickers with the company's Iron cross/Maltese cross logo while founder and "master marketer" Jesse G. James was finishing high school, packaging the accoutrements of the chopper 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 marketing tie-ins such as clothing, beverages and tools.Yearly sales of approximately 12–15 motorcycles at prices of around US$ 150,000 each actually lose money for the company, but are critical to attracting positive attention.
