Love him or debate him, Jesse James remains a force in American custom motorcycle building. From defining an era of raw choppers with West Coast Choppers (WCC) to becoming a household name via Monster Garage, James carved a legacy built on world-class metal fabrication.
Now, operating from an Austin, Texas workshop, he’s not resting on past glory. He’s actively reshaping his craft, his brands, and how the world sees American craftsmanship. This isn’t a comeback; it’s a deliberate, hands-on reinvention.
Hammering the Future in Austin
Forget the California glitz. James’s Austin base is a return to roots – a “garage workshop” ethos where the grind of metal is the soundtrack. His Instagram (@popeofwelding) is a live feed of mastery. Recent posts show him meticulously hammering custom gas tanks and tackling intricate fabrication, proving the “glorified welder” is still deeply immersed in every build.
This hands-on focus extends beyond bikes. After 30 years, WCC has significantly expanded its in-house capabilities, now handling full car and motorcycle upholstery alongside core metalwork.
Evolving the Chopper Craft
James is pushing motorcycle design forward by prioritizing rideability. The Dominator-S isn’t just another showpiece; he calls it “the best riding bike we have ever built,” a culmination of experience focused on performance and handling. Anticipation is also building for his New Scorpion chassis, aimed at production, hinting at fresh innovations in frame geometry.
His design philosophy is a direct counterpunch to trends he finds “awkward” or “super lame,” particularly the ubiquitous “performance bagger” scene. He champions building bikes “from scratch” – unique, progressive machines meant to be ridden hard, not just displayed.
Beyond Bikes Building an Empire
His apparel game is equally strategic: the iconic WCC line leverages nostalgia (with new drops like the Dominator Leather Vest), while JJFU Gear caters to the firearms crowd. This isn’t random expansion; it’s a cohesive ecosystem of American-made, rebel-tinged quality. His Austin real estate provides the physical and creative space for this empire to flourish, free from past distractions.
Reinvention means diversification, and James is all-in. Jesse James Firearms Unlimited (JJFU) is no side hustle; it’s a core pillar applying his metal mastery to high-end, handmade firearms like the Cisco 1911 pistol and minimalist Nomad rifles, built entirely in-house.
Media Moves
Frustrated by network TV’s “dumbing down,” James is launching Outlaw TV – a streaming platform promising “unfiltered, unapologetic programming” focused on real-world building skills. This “members, not subscribers” model aims to build a dedicated community. His flagship show, American Craftsman, will spotlight his own projects and skills, but the vision is bigger.
Outlaw TV features icons like Paul Teutul Sr. and Billy Lane (*Sons of Speed*), plus documentaries. It’s a bold gambit to bypass traditional gatekeepers, control his content, and champion authentic fabrication directly to fans.
Mentor, Provocateur, Enduring Force
James remains a polarizing yet undeniably influential voice. He declares “Harley is still King” for its engineering but slams modern Indian for “slapping a logo on a Polaris.” He said events like Born-Free becoming “Coachella with bikes,” prioritizing spectacle over substance.
Yet, his impact is undeniable. Through WCC, TV, and now Outlaw TV, he inspired a generation to pick up a welder. His current focus on teaching fundamental skills and pushing original design, showcased relentlessly from his Austin forge, continues to challenge the industry. Fans and critics alike still acknowledge his unmatched skill with metal.
Forging the Next Chapter
Jesse James isn’t fading into legend; he’s actively recasting it. From the relentless hammer strikes in his Austin shop to the ambitious launch of Outlaw TV, he’s reinvesting in the core of what made him iconic: uncompromising craftsmanship.
He’s diversifying smartly (firearms, apparel), criticizing freely, and building media on his own terms. The controversies linger, and the opinions are strong, but the commitment to making real things his way is fiercer than ever.
