Jeffrey Schad & Co.

Wednesday, 2/20/13. Worth. Thank You.

Jeffrey Schad is a professional photographer who takes beautifully quiet and uncluttered pictures. He also builds rad bikes (see here and here). Super-custom, hand-built bikes where outcomes are more dependent upon a trued lathe than the efficiency with which some sophisticated CAD program is able to change the originally defined direction of polyline vertices. I know the bikes are amazing, not because they've been featured in an Olivier Mosset exhibit, but because I'm not into customs, and I'm genuinely into these (note: to definitively assess an individual's degree of radness, instruct individual with unknown rad quotient to build a chopper for someone who isn't typically moved by choppers. If what you've built makes that person cry, you're rad, off-the-chains rad).

Jeffrey, along with long-time friends turned business partners, John Copeland, a fine arts painter, and Keino Sasaki, owner of Keino Cycles, is responsible for the heralded Brooklyn Invitational, an Iron Maiden-free, custom motorcycle show, which, after only four years, has been described by the New York Times as "the most important [custom bike show] in North America." Rightfully, the show's success has, been attributed to its unique perspective, a perspective which has prompted a 're-framing', if you will, of an often marginalized and obscenely caricatured segment of the motorcycling community. Subsequently, one could, maybe even should, unashamedly assert, that modern custom bike culture is couched in, and ultimately defined by, the trios very refined, Twisted Sister-less  aesthetic, an example of which is featured below.

The founders of the annual event, which hosts dozens of builders from all over the world, and about 5-6,000 of their closest friends, despite the ravenous demands of their collective schedules, continue to find time to meaningfully support the Worth Motorcycle initiative. Following their lead, we are attempting to do the same here.

Photos: Jeffrey Schad