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New apparel brand launches

Indianapolis-based American Metric Motorcycle Company (AMMC), a metric-focused apparel company, is celebrating the launch of its first collection of T-shirts, beanies, work shirts and hoodies for the metric enthusiast.

AMMC offers quality apparel, value and selection to mirror the very reasons metric riders love owning metric bikes, the company reported. The spring collection highlights the firm’s signature graphics including the winged wheel, four “General” stars and a Ferrari-red cap. Many pieces are made with comfort fabrics and feature fashion-forward designs.

American Metric Motorcycle Company launched its debut lineup of apparel.
American Metric Motorcycle Company launched its debut lineup of apparel.

“Our vision at AMMC is to provide inspired designs and quality apparel for all metric motorcycle riders,” said partner Cole Keesling. “We started this company because I couldn’t find the styling, quality and consistency apparel products, and now we are delivering killer looks on and off the bike. We want metric riders to ride whatever they like and never have to switch gears.”

Keesling and business partner Jason McCrocklin created the idea of AMMC to address the metric rider while out on a business lunch. Keesling was complaining about the lack availability of quality merchandise and community, and McCrocklin decided they could fill the gap.

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