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:
- I wanted a kind of self-identity which involved having a small business, and
- 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.
- 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
Andy, I have a Gen 1 Roadcrafter, upgraded to waterproof zippers after sending it back for repairs, and a Get 1 Transit suit. Both perform as advertised and are absolutely top quality. Thank you for the time you and your crew put into doing things as best as possible. I will order from Areostich and recommend you to any and all who ask about riding gear.
Mike
I like the way you think!
I have always wanted to work for the Aerostich. Company
I have an old original suit
2 piece. I’m 60 years old.
What to do where to work
Want to keep riding and camping.
There must be something something an old motorcycle
Mechanic . 10 years.
Then telephone man 23 years. Last 8 years Auto Parts
Thanks for the products!
Sincerely,
Paul DeSantis.
Dear Andy/Mr.Subjective,
Since the late 80’s, at least one set of Aerostich gear- Darien and/or Roadcrafter- has hung either on me or on the rack in the garage/barn/closet depending on where I’ve been living, riding everything from a mini bike with ice tires to a Road King Police to an R1200GS in the sun, rain, snow, hail, day or night. Put it on and you’re done. Decision made. It just works. My most recent Roadcrafter is on season 21… now tell me it’s too expensive.
Gail “Hammerwoman” Piche
Dear Sir,
Cost is the greatest limiting factor. It’s not that I think that it lacks in value or quality, I’m just a cheap person, with kids. While traveling, I talk to everyone wearing Aerostich. I’ve looked for used, but most of the owners are not nearly as well feed as me. My riding buddy recently purchased a new Aerostich R3 light. He’s returning from an east coast trip. He’s enjoying nearly constant rain about the time he got near Virginia and Pennsylvania. It was purchased to be his bulletproof rain suite .So I continue to look. My fantasy Aerostich purchase would be a Transit suit and/or Aerostich Combat Touring Boots.
Thank you,
Paul Moss
Started dabbling in riding in 1985. Was riding regularly, owned 3+ bikes 1990. Never cared for fashion, every once in a while I’d see a ‘Stich. They were rare back then, usually on a BMW rider. Saw the ads in CycleWorld,etc. Finally bought a ’Stich in 95, used it to commute to work and school. Again fashion had little to do with it, and most people had no idea what to make of it. Most thought I was an astronaut that had lost his rocket. Sold the bike and ’Stich in 99, left riding behind. Fast forward to 3yrs ago, 2019. Had a new job, with a long commute, and decided that a bike would be a good thing again. Picked up a 20yr old sport tourer, and a used ’Stich. Budgetary necessity. Nice to see that Aerostich is still here, still doing their thing. ATGATT is a thing now. Maybe due to the ADV crowd? The Oakley’s, flip-flops and t-shirts of the sport bike early 90’s seems to have morphed nicely into riders wearing more appropriate gear. Cheaper offshore gear is everywhere, and protected riders is a good thing, but I know that many aspire and save their money for a ‘Stich. I own some of the cheaper gear, but it doesn’t compare to the quality and longevity of a ‘Stich. There is also a certain cache to wearing a ’Stich. Particularly if the suit has “patina” from many, many miles. Riders in the latest, greatest gear, with the latest greatest machines usually give deference to the rider clad in a faded, bug and tar encrusted, heavily worn ’Stich. They all know that rider has seen it all, and rode farther and in worse conditions than they probably ever will. I’m planning on replacing my worn, used ‘Stich with a new R3 in the near future. So thank you Mr. Subjective for continuing with a marvelous product. Eschewing fashion, and the fickle market is a difficult thing to maintain, but you have a hardcore following of customers that won’t ride in anything else.
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