THE ROOTS
Born before the revival had a name.
Born Loser started as a small personal project from Mike Davis during the early chopper years. It was graphics, shirts and a name that lived in the same garage culture he did — real bikes, real rides and the people around them.
Around that time, Mike and Grant Peterson were deep in the old-bike scene, riding, building and putting on small rides. The names they were using — Born Loser and Freedom Machinery — came together naturally in what became the Born Free Show.
Born Free grew. Born Loser went quiet. The artwork and the name stayed packed away, but they never stopped meaning something.
Why bring it back?
Because the history is real, and leaving it boxed up forever didn’t make much sense. This isn’t about recreating one exact moment. It’s about pulling original Born Loser artwork back out of the archives and giving it another life.
The new chapter keeps the same ingredients: motorcycles, racing, garage art, monsters, pinups, humor and shirts made to be worn — not curated.
Born from the actual chopper world, not a trend cycle.
For rides, shops, shows, travel and everything in between.
For people who get the culture without needing to explain it.
You weren’t there. Good news: it’s back.