When you think biker hangout, rarely do a group of motorcycle enthusiasts sipping espresso and perusing coffee table books come to mind. But Brooklyn’s Jane Motorcycles flips roughrider stereotypes on their head, by combining custom motorcycles, apparel, art, books, and coffee under one roof—and it’s not just the leather-clad locals taking notice. Since opening in the heart of Williamsburg earlier this year, Jane’s airy store front and welcoming vibe have made it a hit with a community outside of the motorcycle crowd, in large part thanks to founders Adam Kallen and Alex DiMattio’s vision for the space.
“We didn’t want it to be what you would typically think is a motorcycle shop—dark and grungy with rust everywhere and leather jackets,” says Kallen. “That’s the furthest thing from what we are. There’s no intimidation here. Everybody’s welcome.”
Brooklyn initially was an ideal fit for the duo to set up shop due to its community of motorcycle builders and enthusiasts, but has also worked in their favor in drawing a diverse Williamsburg crowd through Jane’s doors. “Its hard to put our finger on a specific demographic, because everyone seems to enjoy it here,” admits Kallen.
So while people who ride are definitely drawn to Jane’s custom motorcycles, which are carefully crafted by skilled engineers in the shop’s down-the-street garage space, the store is also pulling in a diverse range of clientele. People passing through the door range from budding riders hoping to learn more about bikes, to curious international tourists checking out the slick apparel, to moms with their kids just jonesing for a quick hit of java.
The inclusive feel also extends to the store’s retail selection. Kallen and DiMattio stock local offerings such as Williamsburg Garment Company’s rugged pants and 3Sixteen hoodies, but are willing to put in the legwork curating a selection that really appealed to the store’s core customers.
“We search the corners of the world to find the coolest gloves or the best leather jacket from Europe or Japan,” says Kallen. We really have a well curated list of apparel and all the great things you can’t get just anywhere.” Another thing you can’t find elsewhere is Jane’s own line of sweatshirts, tees, and hats, which they plan on expanding into a full line in the near future.
Think well-made menswear and accessories aren’t your bag? Guests are welcomed to pick up a copy of Sideburn magazine or a tome on the history of drag racing and stick around for a caffeine fix. The espresso bar pumps out Parlor coffee, which can be enjoyed while learning motorcycle lore from Kallen or DiMattio, or while plugged into the store’s free wi-fi. (Except, maybe rethink being antisocial with the wi-fi.)
“I always wanted to create a community where people can get involved and collaborate,” says Kallen. “It’s a place where both people who have been riding forever and people that will never ride a motorcycle can really feel a part of.”