@LIFEOFJUSTINJAMES 

What’s up! Justin here. I’m the creative manager at NBT Clothing. At my core, I’m a rider. Three bikes in the garage (2017 Harley-Davidson Street Bob, 2017 Yamaha R6, & 2020 Honda Grom) each one a different expression of freedom. Motorcycles were never just a hobby for me, they became the language I create in. Over the last five years, I’ve had the chance to build inside the motorcycle world as a digital creative, collaborating with industry experts, to brands like Harley-Davidson, Indian Motorcycles, J&P Cycles, and more. I’ve stepped into a lot of roles, videographer, photographer, editor, even journalist, but the mission’s always stayed the same: tell stories that move people. This journey’s been fast, loud, humbling, and deeply rewarding. And every day, I’m grateful to work at the intersection of passion and profession. 

Who or what inspired you to start riding? 

My dad! When I was a kid, he rode a ’96 Harley-Davidson Low Rider. He was part of the local H.O.G. chapter, and when it was time for group rides, they didn’t just meet up, they collected each other. By the time they reached our house, there were easily a hundred bikes rolling in. Engines rumbling before you saw them. Fuel in the air. Chrome catching the light. It felt like a moving force. That sound. That energy. That sense of belonging. I didn’t know the words for it back then, but I knew one thing for sure, one day, I’d ride too. 

What’s the most challenging ride you’ve ever done? 

Orlando to Austin. And back. Five days. Over 2,200 miles. Winter of 2024. I was working with Blockhead Moto, and we were in a build-off against Kruesi Originals. Two teams, two visions. Build the bikes, then earn them. No trailers. No shortcuts. Once the builds were done, we rode them straight to the showcase. Two days riding west. One day in Austin. Two days riding home. It tested everything, focus, endurance, discipline. Mentally, physically… and yeah, emotionally too. But that’s the point. Long miles don’t just reveal the bike, they reveal the rider. 

What do you look for in your riding gear? 

I’ll be honest, I care about style and function, equally. Protection matters. No question. But after riding thousands of miles, I’ve learned I don’t want gear that slows me down or feels like a process just to put on. I want something as effortless as throwing a leg over the bike and getting back on the road. Style, because riding doesn’t stop when you park. I don’t want to look like a stereotype in heavy leathers, or like a futuristic robot when I’m on a sport bike. What I’m always looking for is that balance, casual, intentional design with real rider functionality. Gear that works on the bike and still feels like me off it. 

If you could ride anywhere in the world, where would it be? 

Honestly, I’m drawn to roads with elevation, curves, views that make you slow down and embrace life. I’m originally from Chicago, and now I’m in Florida. Home rides are mostly straight lines. You pull the throttle, you go fast. Simple. But the rides that stayed with me? Nevada. North Carolina. Tennessee, by the Tail of the Dragon. That’s where riding stops being about speed and starts being about skill. 

What’s one thing you wish more people understood about riding? 

I get why people who don’t ride see motorcycles as death machines. I don’t ignore the risk, there’s no pretending it isn’t there. But riding isn’t about flirting with danger. It’s about discipline, focus, respect for

the machine, the road, and your own limits. As your skill grows, something shifts. Riding stops taking from you and starts giving. Clarity, presence, perspective. It doesn’t shorten life, it sharpens it. 

What's your favorite piece of gear? 

I’ll be real, I’ve wasted a lot of money on gear. Stuff that looked right on the rack but ended up slowing me down instead of letting me enjoy the miles. If it adds friction to the ride, it never leaves the closet. Not trying to plug anything, but these days my go-to is the Body Guard Zip Hoodie. The zipper makes it easy on, easy off. Crack it for airflow when you need it. Real protection, clean lines, nothing loud. I pair it with the License To Ride Cargo Pant, same mindset. Functional pockets, solid protection, and a style that works on and off the bike. That combo just works. No overthinking. Just ride. 

What was your first bike, and how did it feel to ride it? 

My first bike was a 2017 Harley-Davidson Sportster Iron 883. Entry point into the Harley world, clean, iconic, approachable. And I was very much a beginner. I bought it right after my MSF course. I remember the nerves clearly. I wouldn’t ride unless my dad was with me. Every movement felt intentional. Every decision felt heavy. But like any real skill, riding rewards repetition. You put in the seat time. You stay patient. And slowly, thinking turns into feeling. What once took effort becomes instinct. 

What’s your first real bike, and what does it mean to you? 

First, anything on two wheels is a real bike. For me, the shift came when I moved from the Sportster to my Harley-Davidson M8 Softail Street Bob. More power. Harley’s latest motor. Smooth, quick, responsive, everything felt unlocked. Over six years, I’ve built it far beyond stock. Every change intentional, every detail shaped to my own personality. It’s not just a motorcycle, it’s a reflection. About 25,000 miles on it now. A lot of roads, a lot of memories, and a lot of life lived between fuel stops. 

Do you listen to music while you ride? 

I definitely ride with music. Honestly, if my Cardo dies, it hurts the whole ride. Sleep Token and Jutes are heavy in my rotation, but it really depends on the moment. Some days it’s rap. Some days electronic. Sometimes even country. The road or time of day really set the vibe. 

What’s next for you in your riding journey? 

Being a rider and working in this space feels like the same journey. As Creative Manager at NBT Clothing, I’m pumped to be part of the brand’s growth, but even more excited to shape the creative. To tell stories that matter, craft campaigns that resonate, and navigate everything in-between. Having a hand in elevating with the team and the brand in 2026, it’s going to be big. And I can’t wait to see it all come to life. 

How would you describe your bike’s personality? 

If I had to describe my bikes’ personalities? Rowdy. I’ve always loved loud machines, cars or motorcycles, and my garage reflects that. My Harley has an S&S 475 Cam that’s choppy, deliberate, like a classic muscle car. My R6 is straight-piped, the inline-four screaming through every gear. Even my Honda Grom, a full exhaust, a loud little growl. Rowdy is the word that fits them all. And honestly, I wouldn’t have it any other way. 

What’s your favorite season to ride in, and why? 

Florida summers? Too extreme. Hot, humid, rainy, riding becomes a chore. Fall, though… Fall is perfect. Not too hot, not too cold. Mornings crisp, nights gentle. Riding becomes effortless. Spur-of-the-moment rides, errands, grabbing a bite, heading out, no planning, no overthinking. Just the road, the weather, and living in the moment.

Do you prefer riding solo or with a group, and why? 

I enjoy riding in both settings, but big group rides? Not really my thing. Solo riding lets me move at my own pace, vibing in my own world. There’s focus, freedom, and clarity. When I ride in a group, it’s small, usually just my girlfriend or a few close friends. We’ve built energy together, understand each other’s skill, and ride with trust. Large group rides? They can be chaotic. Skill levels vary, egos creep in. Not knocking anyone, it’s just not my flow.