Step into the world of Black Bear Brand with Josh Sirlin—

Step into the world of Black Bear Brand with Josh Sirlin—the mastermind behind the rugged, handcrafted designs. Watch as he rides through the scenic beauty of Oita, Japan, laughing with friends, kicking up dust on his vintage Harley, and showing the personal, playful side of life on the road. This is more than fashion—it’s about adventure, craftsmanship, and real connections. From the studio to the open highway, Black Bear Brand is a way of life. Join Josh and experience what drives him, who he is, and why every piece tells a story.

Its dawn, I have a purple Shovelhead, buddy Tekashi is grinning like a man who knew more than he’d ever say...  tearing through the city like a couple of acid-fueled road warriors from a time no one remembered, but everyone still felt. Everything buzzed with it—the engines, the colors, the laughter in the air. The kind of day where reality bends just enough to let you slip into another world. Freedom, a touch of reckless and wild, a day that demanded you throw your middle finger up and grin at the absurdity of it all. Yeah, BE HAPPY—it was the only thing that made sense.

Traffic screamed past us, headlights streaking in the twilight, but we were in our own little world on the shoulder of chaos.
We knelt by the bike, tools scattered, fingers greasy, hearts racing. The city hummed around us, a beast breathing down our necks, but we worked like mad scientists trying to bring Frankenstein back to life. Sparks flew, the engine coughed, and for a moment, the world held its breath.
Then, a roar. The Shovelhead came back to life, shaking off death like it was nothing. Tekashi slapped me on the back, grin wide as ever. We kicked it into gear and blasted back into the city, the ride even sweeter because we’d stolen it from the edge.
Yeah, BE HAPPY—because sometimes, you gotta bring the dead back to life just to keep the trip going.

We left the city behind, chasing the sunrise through the countryside, and found ourselves in front of an old soba shop tucked in the hills. The soba man—wild, grinning like he was in on some cosmic joke—welcomed us in like long-lost friends. It wasn’t just a meal; it was a ritual. The kind of experience that pulls you back in time, makes you question where you are and what decade you’re living in.
He served us with a huge smile, his world becoming ours for a while, and in that moment, everything felt like it was part of some strange, beautiful trip. No rush, no worries, just the taste of freedom, and the road still waiting.
Yeah, BE HAPPY—because sometimes, the world invites you to lose yourself in its wildest corners.

There’s a place, far from the rush of cities, where the wind never stops and the earth feels ancient. It was here that the cloth was made, woven by hand on looms that have stood the test of generations. It wasn’t just any wool, but Harris Tweed—the kind that holds the spirit of the land itself. Psychedelic blue, with flashes of pink, red, purple, yellow, and navy. It felt alive, a pattern pulled from the archives of memory, too wild to be tamed, too rare to be forgotten.
I brought it back to Seattle, that cloth. Wrapped in the quiet reverence it deserved, it traveled with me, across oceans, mountains, and miles of road. In my hands, it was still raw, waiting. But in the studio, it would become something more.
The jacket was born slowly, crafted by hands that understood patience. The design pulled from the past but shaped by the present—a Western cut, rugged and sharp. Leather-reinforced snaps, each one sewn with intention. Inside, the Japanese diamond quilting added a layer of warmth, a touch of elegance against the strength of the outer wool. It wasn’t just a jacket—it was the kind of piece you wore into the wild, into the unknown.
I took it on the first ride, through the sweeping curves of Glacier National Park. The road stretched out before me, the mountains rising like giants on all sides. The jacket held firm, a shield against the wind. It felt as if it had always been there, stitched into the story of the land.
Now, that story continues.

In ink and thread, you speak to me—
Hands that carve, hands that weave,
Your ancient shrines breathe quiet truths,
And colors bleed where time forgives.
I chase your patience, I follow your grace,
In every line, in every stitch, I find my place.
You are my teacher, my unspoken guide,
In you, I’m lost, yet finally alive.
I am yours, where beauty lives,
I am home, where the art lives forever.
- josh

Before the road called,
Before the leather knew the touch of rain and sun,
It was just a jacket,
Waiting for hands to shape it,
For journeys to write their lines into its grain.
Now, it rides through Japan’s winding hills,
With the roar of a Knucklehead beneath,
Worn by time, hardened by miles,
And softened by the stories whispered into the wind.
A living testament,
To the wild beauty of the open road,
And the spirit that never fades.
- josh

I resurrected Black Bear Brand in the way one might resurrect a ghost. It wasn’t a calculated decision, but a relentless itch, something clawing at the back of my mind. I couldn’t ignore it, like a fire that wouldn’t die.

It started as a dream, the kind of wild idea that comes to you when you’re deep in the woods, miles from civilization, where the world is reduced to the crackle of a campfire and the stars overhead. I wanted to create something I could touch, something real, something that wasn’t just another product churned out by faceless machines in faceless factories. I wanted to design and make things that I could have, that I could love. Things that would last, that would tell a story, just like the stories I chase, the adventures I live for.

Designing became more than just a task; it was the pursuit of something pure, something honest. It was chasing the feeling you get when I crest a hill on my bike and the world opens up before me—when the road stretches out endlessly, and you feel that deep, primal thrill in your bones. That’s what designing is to me. It’s that same chase, that same hunger, that same need to feel alive.

Adventures are just simply something I chase; they make me feel alive. I chase experiences like a madman, not because I want to, but because I have to. It’s as natural as breathing. It’s what makes me smile, what keeps me moving forward. And Black Bear Brand? It’s an extension of that. It’s the embodiment of my life, my dreams, my relentless pursuit of the things that I can love, that make me feel.

This brand, this resurrected thing, it started as something I wanted to do, but it’s become so much more. It’s become a part of me, a reflection of me. Every stitch, every piece of leather, denim, wool... every design is a piece of the adventure, a fragment of the wild, chaotic journey that is my life.
So, have a nice day... or not.
- Josh

**a ghost in the fog
**century's mysteries, lost in the haze.
**tale retold, in threads that whisper the past.
**Black Bear is the dream, raw and real 
**every stitch, every seam, a wild ride

Rugged charm Harris Tweed in hand I trace the lines of ancient castles.

Each thread woven with stories of wild history.100 Princes Street your heartbeat your streets the pulse inspiration.

Designing in the shadows of your towering spires.To the untamed spirit of travel you ignite my soul raw and unfiltered.

- josh

Have A Nice Day...
*** a haven with an essence of a middle finger to the world. motorcycles, surfboards, racks of denim, leather, and Harris Tweed... whispering tales of craftsmanship.
*** my old leather chair, my pit bull at my feet
*** each piece of art, every stitch of fabric—fashion intertwined with adventures

The Black Bear Brand Journal is a tribute to the wild beauty and craftsmanship that define the brand. Within its pages, you’ll find stories of adventure and creation, from riding motorcycles through America's untamed landscapes to exploring the meticulous art of denim making in Japan. This fifth edition offers an intimate glimpse into the processes that fuel Josh Sirlin’s designs, beautifully captured by world-class photographers. Join us on a journey through the heart of Black Bear Brand, where every tale, every image, and every piece is a testament to the spirit of adventure and timeless quality.

a peak into my minds chaos...
wrangling the tornado in my head...
each design, a release of my madness...
each design, a moment of peacefulness...
Black Bear Brand, this is my life!

Luke Morris, a monster of a man, a goddamn colossus on two wheels. Hailing from Boise, Idaho, he built choppers that were more than just motorcycles; they were ferocious, roaring pieces of art. With long hair whipping in the wind and a frame that seemed almost too big for his Harley, he was a sight to behold. An award-winning bike builder, Luke had taken the Best in Show at Born Free, a feat that cemented his legend in the world of custom motorcycles.

But it wasn’t just the bikes that told his story. No, it was his Black Bear Brand leather jacket, a testament to his relentless journey across the globe. Each scar, every crease, was a memory etched into the rugged hide, a diary of his wild, unchained life. The jacket bore the brunt of his adventures, aged and weathered from endless miles on the open road.

Every stitch, every patch of that jacket told a story—nights spent under the stars, skirmishes in seedy bars, the long, grueling rides through deserts and mountains. It was a second skin, a shield against the elements, a repository of his will and spirit.

Luke wasn’t just a man; he was a force of nature, a titan of the open road. In his Black Bear Brand denim and leather, he rode with the fury of a storm, the freedom of a wild animal unchained. He lived free, rode hard, and let the world catch up if it could.

Meet Luke, the legendary chopper builder from Boise, ID. 🏍️✨ This big guy with long hair creates rolling pieces of art and rides his custom Harley around the world. 🌍 An award-winning bike builder and Best in Show winner at Born Free, Luke's story is as epic as his builds.

Here he is in his favorite Black Bear Brand leather jacket, a testament to his many travels and wild adventures. Each scar and crease tells a tale of the open road, making this jacket a diary of his journey. 🛤️✊

Captured riding through the rugged landscapes of Idaho, Luke embodies pure freedom and the spirit of living life on his own terms. The king of cool in Black Bear Brand denim and leather jackets. 👑🔥

Follow for more incredible chopper builds and adventures! 🚀 #LiveFree #ChopperLife #BlackBearBrand #BikeBuilder #CustomChopper #BornFree #AdventureAwaits

Hail Mary Magazine delves deep into the realm of ultimate t-shirts, both past and present. Across two pages, we explore the story of Josh Sirlin, the visionary designer and owner of Black Bear Brand. His legacy is one of passion and dedication, reflected in the timeless appeal of Black Bear Brand t-shirts.

Sirlin's journey began with a quest for perfection. He sought out the world's best craftsmen, journeying to Japan, where he discovered unparalleled artistry. The t-shirts born from this collaboration are spun from the finest cotton, each thread a testament to freedom and quality.

The special Black Bear Brand t-shirt is more than just a piece of clothing. It embodies the spirit of choppers, the roar of eagles, and the strength of Native American heritage. Every stitch tells a story, a tribute to a timeless dream of liberty.

In Japan’s land, where craft is king, The ultimate t-shirt they did bring. Spun from the finest cotton’s grace, In every thread, freedom’s trace.

Black Bear Brand’s art, choppers roar and eagles rise. Native American, strong and free, In every stitch, their legacy.

Crafted with pride, in every seam, A tribute to a timeless dream. Freedom woven, stitch by stitch, In this shirt, our spirits hitch.

-my sparrows-

In the midst of chaos, where the world was nothing but a cacophony of noise and confusion, that sparrow perched itself like a prophet of old, chirping away as if it held the secrets of the universe in its tiny beak.

And when the dawn broke, you could see it clear as day—the path these wayward souls had been searching for all night. That sparrow had led 'em home, a symbol of simpler times when folks trusted their instincts and nature's rhythms.

- josh

SALT. OPTICS X BLACK BEAR BRAND COLLABORATION | THE SIRLIN COLLECTION

Between imagination and reality is where the magic of manifestation lives and breathes. This space in which creativity, design and innovation merge begins the process of realizing our dreams. Black Bear Brand has harmoniously converged with SALT. Optics to create such a dream. The stars have aligned and the world now has access to the Sirlin Collection, named after Black Bear Brand creative strategist Josh Sirlin, features a line of refined, intricate, yet simple eyewear.

The Sirlin Collection features a rectangular frame available in three distinct colorways for both frames and lenses. The entire collection uses 100% Polarized Optical Grade CR-39 lenses while each frame contains SALT. Optics anti reflective, hydrophobic and oleophobic coatings that minimize glare and rebut dirt and water. To add nuance, 24K gold plated hinges and core wires along with solid gold functional rivets were introduced into the collection. The line is made of 100% Japanese materials that are known for their durability, rigidity and luster… read the full article

the sun, Malibu Canyon. my '37 Harley...  

I kick the bike alive, I’m gone, blasting through the canyon, free...  

ride, life—pure, unchained freedom.

Black Bear Brand is coming to Austin!

Dates: May 10th & 11th

Location: Hotel San Jose in Austin TX - 1316 South Congress Avenue, Austin, Texas 78704

what's happening 

• special releasing 4 new Black Bear Brand designs!

• boot fitting with our friends from Rios Of Mercedes (Saturday May 11th)

• see a handful of special Black Bear Brand designs in person (leather, denim, and more!)

• special acoustic jam by our buddy The Last Knife Fighter!

Sharing the IWC spirit for craftsmanship, Josh Sirlin reveals where he found that perfect blend of ruggedness & refinement for his denims… this is the STORY OF THE BLACK BEAR BRAND