As it currently goes, I merely need to adopt the correct lifestyle aesthetics in the form of bikes and apparel and I can be part of the “club”; the actual identity of what it means to be a “rider” is devoid of the qualities that make us human and participants in society.

There are Harley riders, BMW riders, customs riders, leather-clad sport bike riders, and hipster cafe racers. In each of these demographic fragments, the specifics of what the person is riding matters more than the political, social, and/or economic standpoints of the riders themselves.

This consumerist mentality relegates the means for participation to the choice of how to exercise my purchasing power. Dominant motorcycle culture emphasizes the bike as the expression of the identity of the rider.

An apathetic culture that is centered around fetishization of commodities will reach limits to growth. Sure, motorcycles will get faster, lean better, safer, and smarter than the ones available to us. However, the market is already saturated with choices without enough reasons to pick one choice over the other.

Imagine, however, that being a motorcyclist meant more than just having two wheels spinning between your legs.