Recalculating...

A famous old saying goes: “Nothing clarifies the mind like standing before a firing squad.” The last couple of years have been like that for more than a few of us. Hopefully we’re now on the far side of a fading pandemic. Surviving this plague (…so far anyway) has made me grateful and wanting Aerostich to focus more sharply on areas we’ve always been most interested in. One is making as long-term enduring products as possible.

Typically sales are grown via the continuous introduction of ‘new-and-improved’ variations. Everything from laundry soap to fast-food items and motorcycle rider’s gear is commonly reformulated to increase sales. Though there are many exceptions, this business tactic is nearly universal because it works so well.

Incremental improvements to Aerostich products are continuous, but our signature items are more like long-enduring successful products such as Levi’s 501 Button Fly Jeans, McDonald’s Big Mac sandwiches, and (in our field) Langlitz, Schott, and Belstaff motorcycle rider’s jackets. The technical rider’s gear from these businesses was first created to be worn as riders’ equipment, not fashion. Yet each soon became fashionable. Our synthetic-fiber abrasion-resistant armored gear represents another genuine rider’s gear advance and thus belongs within that timeline.

When a market for anything new is created, later-entering businesses depend on coolness, fashion and style to sell their products. This means much of today’s rider’s gear is more like the specialized fashion clothing presented in ski and snowboard shops, which is revised annually with new colors (colorways) and design details intended to help boost sales. Selling ’new and improved’ is always tempting regardless of the functional value of what usually are trivial changes. One cannot easily improve a Langlitz, Schott, Belstaff, or Aerostich garment despite strident marketing claims otherwise. Our experience has proven that simpler and lighter and armored textile gear wears and works better over a long term. The Aerostich Darien, AD-1, R-3, Falstaff, and Roadcrafter Classic are each as lightweight, comfortable and functional as we can make them. And are sold without reference to fashion. They are gear-as-equipment, and we hope to continue doing the necessary business-discipline things well enough to be able to continue providing this gear for as long as riders want to wear it.

So, what is new and improved at Aerostich? Like most manufacturing businesses we’ll always have a small wish list of things we someday hope to develop. Like an entirely new off-road jacket design which is complete and graded but has never been produced. It’s different from the Darien and might be better for some types of off-road riders. We also have plans for non-clothing items, including a revolutionary DIY bike service tool, and a new kind of structural fabric product which would be useful for protecting any bike, ATV or small side-by-side. And there’s more. Someday, and if all goes well for us, we’ll be able to introduce them.

You probably understand how tough it is competing when making things in America. There are good companies from A to Z doing their design and marketing work in America with the actual production contracted to overseas manufacturers. Our business exists for many reasons, but my top three are:

1. I wanted a kind of self-identity which involved having a small business, and
2. I wanted to make stuff. Actual physical stuff. I enjoy the design and R&D work a great deal, but mainly as part of a vertical process which involves us making and selling stuff.
3. I wanted to be able to ride my motorcycle more frequently, safely and comfortably, and drive a car less.

It’s that simple, and in that order, too. I’ve never had a problem with consumers who desire the latest/greatest gizmo or fashion, but there is also nothing wrong with long-proven classics like Langlitz, Belstaff, and Schott jackets, Levi’s 501 denim pants or Big Mac sandwiches. And there’s nothing wrong (and a lot that is right) with Aerostich gear. Especially when it involves riding more, in a wider diversity of situations and weather conditions.

If you’ve read this far and have never tried Aerostich gear, try it. There is a difference. You will not be disappointed.

This is who we’ve always wanted to be as a business.

- Mr. Subjective, May 2022