Disturbing the Peace 415 Clothing Words by Poll Brown, Photos by Conan Soranno and Rodent Jan.19.2010 As I head over to 415 Clothing I’m not sure what to expect. I had met the owner, Rudy, some years ago when he was one of the owners at California Choppers. I remembered him as a quietly spoken, mild mannered guy who was extremely helpful. I also know that he’s a lifelong member of the Hells Angels and that the backs of his famous shirts read, “when in doubt, knock ‘em out.” Outside the store, a tough looking, older biker strikes up a conversation. He’s friendly, but his mere presence highlights the fact that I’m not at the Honda dealership. Inside however, I’m surprised to hear Gangsta rap instead of classic rock. I’m greeted by a chirpy, cute young girl, instead of a growling, crusty long hair ruffian.The brightly lit, modern store is well laid out, the walls decorated with merchandise and memorabilia. Psychedelic posters from the sixties promoting events featuring “Big Brother and the Holding Company,” gas tanks displaying the Deaths Head, lowrider bicycles, T-shirts, leather jackets and baby “onesies”. A handful of customers are looking around, a young “wigger” dude in baggies, a heavily tattooed Betty Page clone, some guys with crew cuts, hair and arms like Arnold – might be cops, might be bikers, probably both. The “415” brand is growing in popularity and the place appears to welcome all types of riders and people looking for gear, clothing and even “415” related decals. An attractive, confidant young woman introduces herself and proceeds to give me a guided tour. This is Heather, Rudy’s wife and business partner. I’m shown around the well-appointed offices, the lively and colorful tattoo parlor, a spacious and well-equipped staff kitchen and break room. We head into the large storage and shipping area at the rear of the building, and I’m struck by the idea that the enormous multinational corporation I work for could learn a thing or two about cleanliness and organization from these folks. Waiting for us out back is the boss, Rudy. Turns out he’s still a quietly spoken, unassuming dude whose natural, friendly and down to earth manner makes you feel relaxed and easy in his company. We started out looking at his current ride, a radical twin cam Harley chopper that he built himself. He enthusiastically points at parts and mentions names like Jesse James and Billy Lane as though they are the guys down the street. He’s proud of his bike and the work he has into it, but he doesn’t seem to need stroking about it. I asked Rudy about how he’d made the crossover from hard parts for choppers to T-shirts and clothing. When Rudy was a partner at California Choppers, he and Heather started designing the ‘Frisco Tees’ clothing line as well as the California Choppers clothing line. Naturally enough he’d wear them himself and customize them to suit his own taste by “chopping” the sleeves and having slogans printed on the back. It didn’t take long before customers were asking for his customized shirts. Then a young biker named Jesse James appeared on his new TV show wearing one of Rudy’s shirts. Calls started coming in from around the world and their website sales soared. Soon enough the ladies were demanding the same style, as well as kids and teenagers. They continued working at California Choppers, selling their line there, as well as from the website and the usual traveling to bike shows and swap meets, using their home garage as storage. In 2001 they changed their company name to “415 Clothing”. Four years after Jesse wore the infamous shirt on Motorcycle Mania, Rudy and Heather decided to make the leap and move to a larger space that could accommodate the business more comfortably. But had it not been for the exposure from Jesse, they are not certain they would have been able to make such a big jump and they are still appreciative for their link on Jesse’s West Coast Choppers site. Besides the awesome designs, it seems that people realized that it was actually possible to get high quality “lifestyle” clothing from a grass roots company. The one point that Rudy seems adamant about is quality — and repeat business is very important, as is word of mouth. All his merchandise is sourced locally, printing and embroidery are also done by local shops. It would be easy to have product made overseas for a fraction of the cost but not only does it take longer to sort problems out, it takes away business from the community. The fact is, the style has become so popular that other clothing companies have started to add the slogans to the backs of their own shirts. This doesn’t bother Rudy too much, he acknowledges the fact that imitation is the highest form of flattery. Besides that, the quality of the competition just doesn’t match up, most of it being made in overseas sweatshops. Many of you will have seen the shirts from 415, some of you may not, but few people could ever forget them once seen. With slogans like “ snitches end up in ditches,” and “it’s only a crime if you get caught,” there’s no mistaking the message. However most people are unaware that not all these expressions come from the criminal underworld. The now infamous “three can keep a secret, if two are dead,” surprisingly is a quote from Benjamin Franklin when he was asked what he thought of politicians. Even the name of the store has a criminal pun. Though chosen because it’s the area code for San Francisco, 415 is also the California police code for “disturbing the peace.” That seems to be the point here, Rudy and Heather understand that not everyone who wants a tattoo or a leather jacket is a biker. People from all walks of life and of all ages want to enjoy products and services held to a high standard, provided by hardworking locals who genuinely care about their customers. You can order the goods online at www.415clothing.com and have them shipped right to your door. The service is fast and efficient. Okay so if this is starting to sound like an ad, then why don’t you cruise over and check them out for yourself. The place is especially busy on weekends as all employees are given that time off and the couple work the store themselves. Whether it’s a biker, a Chicano lowrider or a “gangsta,” apparently the demand for good looking quality gear crosses all social and cultural boundries, there’s even a percentage of customers in law enforcement. Rudy likes to keep his clothing streetwise, most of the designs are his own but he gets help from local graffiti and tattoo artists. He also shows a highly developed sense of humor, as well as clothing, there are literally dozens of stickers and hats bearing wisdom and witticisms. You can even grab yourself a scrotum key ring should you feel the need. An equally important aspect of the 415 Clothing experience is the 415 Tattoo parlor. A steady flow of clients keeps the artists constantly occupied and their work is of an extremely high standard. Look for a big profile on them when we do our annual tattoo issue. 415 Clothing 415-255-818 www.415clothing.com 415 Tattoo 415-621-1777 www.415tattoo.com 155 12th Street San Francisco, CA 94103 · 415 Clothing · 415 Tattoo