Ron Simms
Longtime industry executive Bill McFarlane has partnered with custom motorcycle maker Ron Simms to create an upscale line of men’s and women’s apparel that captures the allure of the biker lifestyle.
Simms has spent more than 30 years producing award-winning motorcycles. McFarlane has held executive management positions with Gap Inc., The North Face Inc. and Head, where he oversaw global operations, strategic planning, business development, sourcing and logistics.
McFarlane has licensed the Ron Simms name for a collection of upscale, casual men’s and women’s apparel, which promises to draw its inspiration from Simms’ bikes and the biker lifestyle. The line, set to bow for Summer 2004, will target an affluent customer with a biker edge. Distribution is planned though high-end boutique retailers.
The Hayward, Calif.–based collection is already in production in the United States. Simms and McFarlane are putting together a team that will include sales staff in Los Angeles, New York, Chicago, San Francisco, Miami and Las Vegas.
For more information, call (510) 537-3338. —Alison A. Nieder
