in partnership with Kimi Raikkonen, 2007 F1 World Champion. Marketing The star personality of the company's founder and president Jesse James is a key asset in the marketing of the West Coast Choppers image. Monster Garage producer Thom Beers describes him as, "the perfect Gen-X antihero. He doesn't want to be worshiped ... he really believes in what he does, and he has a great sense of style." Advertising Age Editor-in-Chief Scott Donaton says James is a, "relatable bad boy with blue-collar appeal" adding that West Coast Choppers, "has made a lot out of this bad boy image, has made a lot out of this connection to the name Jesse James and this sort of Wild West romance," which will remain profitable for years to come so long as it is "authentic." James is compared with entrepreneurs like Martha Stewart and Coco Chanel for his ability to turn an image into multiple lines of profitable fashions. The celebrity clients who order WCC bikes are a main avenue of promotion. The motorcycle made for Shaquille O'Neal cost US$150,000 and was customized for the athlete's weight and inseam, and enormous hands, resulting in a dramatic long bike with footpegs made for size 24 feet. The result was, "priceless publicity". James sometimes displays a little unveiled contempt for his customers, as when he explained to Popular Mechanics how they conceived their US$3,000 kit for a chopper frame by saying, "We geared this towards the do-it-yourself mother—." Or when he joked with the Los Angeles Times at the high prices of his branded clothing, saying, "Wife beaters for $200 bucks, I'm like—sucker. I could get three for 10 bucks" at a swap meet. This image is used mainly to sell clothing, the top moneymaker for the company. Sales in Europe are ten times the US, according to James. At one time, there were five clothing lines, including two sold by West Coast Choppers, two at Wal-Mart, as well as high-end lines available in more expensive department stores, such as T-shirts for "$100 a pop in Nordstrom, Bloomingdale's, and Fred Segal". Koral Industries of Vernon, California is responsible for the design and manufacture of WCC clothing, as well as supplying the sales force to place the products in stores. Clothing items include hoodies, tank tops, T-shirts and jackets. There is also a line of Jesse James/WCC-branded bib overalls and other workwear. Besides clothing, and the