West Coast Choppers (WCC) is a brand that began selling screen-printed T-shirts and stickers with the company's Iron cross/Maltese cross logo while founder and "master marketer" Jesse James was finishing high school, packaging the accoutrements of the chopper lifestyle long before any actual West Coast Choppers customs had been ordered or sold. Even after the company did begin building custom choppers, 60% of revenue still came from sales of WCC-branded marketing tie-ins such as clothing, beverages and tools. Yearly sales of approximately 12–15 motorcycles at prices of around US$150,000 each actually lost money for the company, but attracted positive attention. Publicizing the names of celebrity clients, including Shaquille O'Neal, Kid Rock, Keanu Reeves, Ty Law of the Denver Broncos, wrestling star Bill Goldberg, actor Tyson Beckford, and NFL running back Jamal Anderson, was a central feature of the WCC marketing strategy. The other key to this strategy was the star power of Jesse James, presented mainly through television on the Discovery Channel in the Motorcycle Mania series and the 2002–2006 series Monster Garage. The Long Beach, California headquarters of West Coast Choppers shut down in 2010, but later reopened in 2013 with a new headquarters in Austin, Texas. History Founded in the early 1990s West Coast Choppers gained notice with the 2001 shows Motorcycle Mania I and II, on the Discovery Channel. In 2004 James starred with Kid Rock in Motorcycle Mania III. With the release of these shows interest in Jesse James and the West Coast Choppers allowed the firm to expand knowledge of its brand and to expand its following. Jesse James also narrated a 2006 Discovery show called History of the Chopper, where he makes his own motorcycle to commemorate the 1960s. In 2004, the company's merchandise, along with the No Fear brand, was banned from the Simi Valley Unified School District in California for using the German Iron Cross, in reaction to violence between black and white students. Jesse James and a spokesman for No Fear have said the cross is based on the Maltese cross and does not represent white power or Nazism. James said the cross is used by many fire departments, for example. A skateboarding store employee pointed out that West Coast Choppers sells a T-shirt which combines both the cross symbol and a WWII German-style helmet, representing "things he'd rather not be associated with." A similar ban in Las Vegas, Nevada in