New General Merchandise Collections Now Available at a Dealership Near You


Beloved by fans around the world, the Harley-Davidson® brand stands for freedom, passion and authenticity. Oftentimes, merchandise serves as an entry into the brand, helping the company introduce people to the sport of  motorcycling and build riders over the next 10 years.

It’s this idea that led Harley-Davidson’s General Merchandise (GM) organization to undertake over a year of research and planning to change the way the group develops and brings its products to market.

At Harley-Davidson’s Annual Dealer Meeting in August 2017, GM launched three new distinct apparel Collections designed to appeal to the specific tastes and preferences of a wider variety of customers.

For the GM organization, this new approach has meant a new way of planning, developing, designing and marketing.

For customers, it means a fresh approach to casual apparel and riding gear that will get them even more excited about the brand.


Customer-Led Insights
Like so many H-D® products, the new GM Collections started with the customer. The team collected and reviewed a lot of data surrounding purchasing habits, demographics and lifestyles. From there, they examined what customers liked and were buying and also identified gaps in their product offerings that would appeal to prospective customers whose needs weren’t being met.  The result was three unique collections:

  • The 1903 Collection appeals to customers who want new, authentic styles that fit their personal tastes. The 1903 Collection features handcrafted details, signature graphics and innovative treatments that provide vintage character while being perfectly on trend.
  • The Garage Collection appeals to younger buyers of H-D® apparel who are looking for simple, irreverent designs — no frills — and a rugged, “back-to-basics” feel with a retro look. These customers are drawn to real people, real experiences and real brands – like Harley-Davidson.
  • The redesigned Genuine MotorClothes® Collection appeals directly to the most loyal H-D customers, who want to display their love of the brand both on and off their bikes.

A fourth collection, H-D Moto – which features sophisticated styling, subtle branding and a modern fit – was launched in January and will be in dealerships in July.

“We are really excited about our Collections,” said Mary Kay Lee, Director of GM Product Portfolio. “We have been listening to our customers and our dealers, and we are confident that the Collections will appeal to current customers while also bringing new customers into the brand.  

Apparel from the 1903, Garage and Genuine MotorClothes (Spring) Collections are now available in dealerships nationwide. Visit your local dealer for all the latest H-D® merchandise and accessories!