Word: customizes
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...Whatever a customer wants, we provide," says Roger Bourget, CEO of Bourget's Bike Works in Phoenix. "We build egos for guys." Bourget and other motorcycle craftsmen tailor bikes like fine suits. For speed demons, that might mean top suspension and a light chassis. For touring long distances, the custom biker will ask for an intercom system and heated seats and handlebars. Just cruising? He can do that on a chopper or a bagger with a hand-painted body and intricately detailed metalwork. The American artist Michael Godard ordered an $85,000 gangster-themed chopper with images from his collections...
Part of the lure of one of these cycles is that very few people will have anything like it. A motorcycle from a custom shop is available in limited quantities. Only 100 Ecosse Heretics have been offered, and production on the Titanium Series RR is capped at 10. "We will continue to produce low numbers despite the wait list," says Atchison. "Once a model or series is complete, a new limited-edition run will take its place...
Bourget's Bike Works produces fewer than 600 motorcycles a year, and some collectors can't get enough. Enthusiast Mark Meeberg owns 18 custom-made Bourget's, and his collection is valued at more than $1 million. Meeberg, who made his fortune as the owner of a commercial reconstruction business, speaks of the "freedom" he feels while riding. On his $135,000 Cobra, every piece of metal is streamlined to the machine so there is not a straight line on the bike, and that union of form and function takes his mind off everything else. "I have a real high...
...also call 1-800-843-8463 or write to TIME at P.O. Box 30601, Tampa, Fla. 33630-0601. Back Issues Contact us at help.single@customersvc.com or call 1-800-274-6800. Reprints and Permissions Information is available at the website www.time.com/time/reprints To request custom reprints, e-mail TimeMagazine_Reprints@wrightsreprints.com for all other uses, contact us by e-mailing timereprints_us@timeinc.com Advertising For advertising rates and our editorial calendar, visit timemediakit.com Syndication For international licensing and syndication requests, e-mail syndication@timeinc.com or call...
...boost revenues, some Savile Row tailors have licensed franchises in Asia. Others, like Boateng and Gieves & Hawkes, also sell ready-to-wear and made-to-measure clothes. The latter, unlike bespoke, are altered from block patterns rather than being custom-made - bespoke suits are cut by hand from scratch to meet the buyer's exact build, gleaned from 35 different measurements and requiring at least three fittings, and then stitched almost entirely by hand...