When you think about Harley Davidson, chances are you make an association to motorcycles, leather jackets, and the brand colors; black and orange. These associations sum up the brand image of Harley Davidson and provide a notable platform for a unique Biker style. Founded in Wisconsin in 1903, Harley did not begin selling apparel until 1912, and introduced the iconic leather jacket in 1928. Users of Harley motorcycles began wearing merchandise while riding their Harley motorcycle, adding more value to the activity by completing the "Harley rider" image