LOS ANGELES, Calif. – The tagline for uglyBROS-USA is “We’re not racers, but riders,” and their style has a distinctive flair for popular fashion.
The street riding gear includes a variety of fashion-inspired riding pants and jeans, as well as jackets. The U.S. division of the Korean brand opened last April in Los Angeles, and is now building a distribution network of high-end dealers.
The uglyBros brand got its start in 2004 in Seoul, South Korea. Originally a small motorcycle jacket manufacturer, the company re-launched in 2009 as a premium motowear brand, with a heavy emphasis on fashionable motorcycle jeans.
Vince Sohn, general manager of uglyBROS-USA, said the revamped brand took off immediately. “It was an instant hit in local and surrounding Asian markets, mainly Japan and Thailand,” he said. “Huge success in Asia also brought a lot of attention from Europe and North/South American countries.”
All of that attention was a little overwhelming for the Seoul office, so they launched their “International Sales and Marketing” headquarters in Los Angeles. R&D and manufacturing will remain in Seoul.
When it comes to design, Sohn says, “Our design objective is ‘fuse protective motorcycle gear with high-style fashion garments.’”
The uglyBROS-USA pants retain traditional motorcycle gear features, like elastic stretch panels and CE certified “Powertector” armor in the knees and hips. There are also Kevlar-lined pants available in the collection. However, Sohn says that where uglyBROS-USA differs is that their moto clothes follow modern fashion trends, like slim-cut jeans.
The bestseller for uglyBROS-USA is the men’s Motorpool pants ($323, see above image), which have cargo styling and elastic in the knees and lower back. Sohn says the most popular Kevlar-reinforced option for pants is the 2Slub-K ($347), which are slim-fit denim jeans. The men’s line has sizing from 28 to 36.
In the ladies line, the Twiggy jeans ($263) and Kevlar-reinforced skinny Aegis-K jeans ($347) have styling and safety cues similar to the men’s line.
The Twiggy has a wider range of sizing, from 24 to 32, while the Aegis-K is limited to 26, 28 and 30 only.
Sohn says that uglyBROS-USA is looking for high-end dealers whose customers have a similar outlook on fashion and motorcycle gear. Their dealer program requires a $5,000 minimum opening order, with a $1,000 minimum for future orders.
They also specify that dealers cannot post uglyBROS-USA clothes on eBay. In fact, Sohn says that reaching key markets is more important than a widespread online presence, adding, “We are currently looking for one or two well-established high-end motorcycle dealers per major metro area in the U.S. and try to avoid on-line dealers as much as possible for the time being.”
Dealers can find uglyBROS-USA online at www.uglybrosusa.com.