First Manufacturing Company

What First Manufacturing Company does

First Manufacturing Company (operating as First MFG Co.) is a privately held maker and direct-to-retailer of motorcycle leather apparel and gear, founded in 1987 and headquartered in Oceanside, California. The company designs, produces, and sells leather vests, jackets, chaps, riding pants, gloves, helmets, rain gear, and accessories for men and women, using full-grain cowhide, buffalo leather, and New Zealand lambskin as core materials. A signature capability is the Custom Builder tool, which lets buyers configure material, stitch color, quilting pattern, accents, and inside-liner artwork with real-time preview, with all leather products backed by a lifetime craftsmanship warranty.

The company operates a primarily direct-to-consumer e-commerce model through firstmfg.com, supplemented by an Amazon marketplace listing, a wholesale portal on Nuorder, a dealer locator program, and an affiliate channel, with multi-currency checkout and shipping to 50+ countries. Pricing is anchored by regular list prices ($104-$350 for vests, $300-$570 for jackets) that are routinely discounted at 60% off sitewide, while alternative purchase formats include a three-tier Mystery Box ($99.99-$199.99) with guaranteed retail value above price, and a Product Auction platform with $50 minimum bid increments. Sub-brands such as American Custom Series, Factory Customs, Hunt Club, First Signature, Finish Line, Fashion Series, and Sturgis Gear support limited-edition and event-driven drops, including a 2025 New Arrivals 25/26 collection of 25+ new styles and a co-branded FMC x BH & BR collaboration.

End customers are individual motorcycle riders, motorcycle club members, and riding organizations such as the Department of Pennsylvania American Legion Riders, with marketing concentrated around event presence at the Sturgis Motorcycle Rally, a multi-platform social media footprint (#FirstMFG), and 14,125+ verified reviews averaging 4.8 out of 5 stars. The company is bootstrapped and founder/family-owned with 11-50 employees, no disclosed funding, and no public revenue.

Name

First Manufacturing Company

Legal name

First Manufacturing Company

Website

https://firstmfg.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

First Manufacturing Company (First MFG Co.), founded in 1987 in Oceanside, California, designs, makes, and retails leather motorcycle apparel and gear through a direct-to-consumer e-commerce storefront, custom builder tool, dealer network, and Amazon marketplace, serving individual riders and motorcycle clubs globally.

Ownership category

akta.pro rank

Product category

Motorcycle Leather Apparel

NAICS

Leather and Allied Product Manufacturing (316), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Automotive Parts and Accessories Retailers (44133), Other Leather and Allied Product Manufacturing (316990)

SIC

Leather & Leather Products (3100), Motor Vehicle Parts & Accessories (3714), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

akta.pro secondary industries

Protective, Safety & Tactical Leather Goods Manufacturing (Holsters/Pouches/Gear) (IMAOAHAF), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)

Keywords

• Motorcycle leather apparel
• Motorcycle riding gear
• Leather motorcycle vests
• Leather motorcycle jackets
• Custom motorcycle gear

Headquarters

HQ city

Oceanside

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: First MFG Co. generates revenue through one-time sales of motorcycle leather apparel and gear. Products include leather vests, jackets, chaps, pants, gloves, helmets, accessories, and rain gear. The company also offers custom-built products at higher price points. All sales appear to be one-time transactions with no recurring revenue component.
2. Mystery Box: A curated mystery box program offering three tiers ($99.99, $149.99, $199.99) containing premium leather gear worth more than the purchase price. Boxes contain vests, jackets, gloves, wallets, and belts with guaranteed freebies. All sales are final with no returns or exchanges.
3. Product Auctions: Auction platform for premium leather gear where products start below retail price. Minimum bid increment is $50, with auctions running on fixed countdown timers. Winners must pay within 24 hours. All auction sales are final with the same warranty as regular purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

First Manufacturing Company designs, manufactures, and retails leather motorcycle apparel and protective riding gear, including men's and women's leather vests, leather jackets (cafe, bomber, club, MC, varsity styles), chaps, pants, riding shirts, gloves, helmets, armor inserts, and accessories. The company sells through its own e-commerce store, a dealer/wholesale network, and Amazon, with an in-house Custom Builder tool enabling made-to-order personalized apparel and supporting product lines like Mystery Boxes and auctions.

Product overview

First Manufacturing Company (First MFG Co.) is a motorcycle leather apparel and gear manufacturer established in 1987, offering a comprehensive portfolio of protective riding gear. The core product line centers on leather motorcycle jackets and vests for men and women, supplemented by textile alternatives, riding shirts, chaps, gloves, helmets, armor inserts, and leather care products. The company differentiates through its Custom Builder platform enabling made-to-order personalized gear with material, stitch, quilting, and lining options. Additional offerings include Mystery Box (fixed-price surprise boxes with guaranteed value), Product Auction (competitive bidding platform), and limited edition collections (Factory Customs, Hunt Club, First Signature, Finish Line, American Custom Series, Fashion Series, and Sturgis Gear). The product portfolio includes collaborative items with Breaking Hearts and Burning Rubber. All products are backed by a lifetime craftsmanship warranty, and the company emphasizes handcrafted quality using premium materials including full-grain cowhide, buffalo leather, and New Zealand lambskin.

Differentiator

Problem solved

Functional benefit

Brands

• American Custom Series: Independence Day themed custom leather motorcycle gear collection.
• Factory Customs
• Hunt Club Collection
• First Signature Collection
• Finish Line Collection
• Fashion Series

Products and services

• Motorcycle Leather Vests (Men's & Women's) Handcrafted leather motorcycle vests for men and women, offered in club style, lowside, Western, SWAT, perforated, and other designs with multiple color options, quilted patterns, and snap placements suitable for patches. Sized XS through 5XL with a Made-to-Measure option available for custom fit. Targeted at individual motorcycle riders and motorcycle club members needing patch-friendly blank vests. Regular prices range from approximately $104 to $350+ with sitewide 60% promotional pricing.
• Motorcycle Leather Jackets (Men's & Women's) Full-grain leather motorcycle jackets for men and women, including cafe style, bomber, club style with covered snaps, center zipper, MC, and varsity designs. Constructed with armor-compatible layouts and CE-certified armor options. Regular prices range from $300 to $570+ with sitewide 60% promotional pricing. Targeted at individual riders seeking protective riding outerwear with style options.
• Custom Builder (Made-to-Order Personalized Apparel) Made-to-order personalized leather apparel product line powered by an interactive Custom Builder tool. Customers select materials (full-grain cowhide, buffalo leather, drum-dyed hides, canvas, mesh, denim, twill, snake, dragon, or croc-textured leather, plus premium New Zealand lambskin), stitch colors, quilting patterns (diamond, box, honeycomb, channel), accents (pockets, collars, cuffs), and inside-liner options including custom uploaded designs, with real-time preview before purchase. Includes custom men's and women's club style vests, moto mesh vests, Western style vests, SWAT style vests, MC jackets, club style jackets, cafe style jackets, bomber jackets, varsity jackets, and custom belts. Custom men's club style vest starts at $160; custom women's club style vest at $399.99; custom jacket builder from $164.
• Mystery Box Curated fixed-price surprise boxes containing premium First MFG leather gear with guaranteed value above purchase price. Three tiers: $99.99 box (guaranteed $100-$200 in gear), $149.99 box (guaranteed $149.99-$250), and $199.99 box (guaranteed $199.99-$300). Boxes may contain vests, jackets, gloves, wallets, and belts with freebies included. All sales final with no returns or exchanges. Targeted at value-seeking riders and gift buyers.
• Product Auction Auction-style purchasing channel for premium First MFG leather motorcycle gear at below-retail starting prices. Auctions run on fixed countdown timers with minimum $50 bid increments above the current highest bid. Winners must complete payment within 24 hours of winning. All auction sales are final and carry the same lifetime warranty as regular purchases. Targeted at deal-seeking riders.
• American Custom Series Limited edition sub-brand collection featuring patriotic Independence Day themed leather motorcycle jackets and vests in special colorways, available across men's and women's club style, SWAT, Western, MC, cafe, and bomber jacket designs plus varsity jackets. Targeted at riders celebrating American patriotic occasions.
• Factory Customs Collection Limited-run factory custom design collection of motorcycle vests for men and women, including styles such as Gunner, Infantry, Inferno Rogue, Red Label, EKG, Burton, Stinger, Nova, Iron Nomad, Texas Ranger, 49/51 Wolf Pack, and Cobalt. Targeted at riders seeking exclusive limited-edition apparel.
• Hunt Club Collection Limited edition sub-brand collection of Hunt Club branded leather and canvas motorcycle vests. Targeted at riders seeking themed limited-edition vests.
• First Signature Collection Limited edition signature leather vest collection. Targeted at riders seeking premium signature-style vests.
• Finish Line Collection Limited edition sub-brand motorcycle gear collection. Targeted at riders seeking exclusive limited-edition apparel.
• Fashion Series Fashion-forward leather jacket collection for men and women, including vegan leather options, New Zealand lambskin jackets, and textile fashion jackets. Targeted at style-conscious riders seeking fashion-oriented riding outerwear outside the traditional biker aesthetic.
• Sturgis Gear Collection Special edition motorcycle gear collection tied to the Sturgis Motorcycle Rally with exclusive designs, promoted alongside sitewide 60% discounts during rally dates. Targeted at rally attendees and motorcycle enthusiasts participating in the annual Sturgis event.
• FMC x BH & BR Collaboration Collection Collaborative product line co-developed with Breaking Hearts and Burning Rubber, featuring exclusive co-branded motorcycle apparel within the women's collection. Targeted at female riders and brand fans of both FMC and BH & BR.

Quantifiable outcome

• 4.8 out of 5 stars from 14,125+ verified reviews demonstrates high customer satisfaction
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Okendo ReviewscoreTechnology or IntegrationCustomer review platform integration powering the 14,125+ verified reviews on the website. Provides review collection, moderation, and display functionality with star ratings and photo uploads.
• Breaking Hearts and Burning RubberflagshipStrategic or Co-development PartnerFMC x BH & BR collaboration featuring a dedicated product collection. Products include women's motorcycle apparel designed in partnership with the Breaking Hearts and Burning Rubber brand. Collaboration highlighted in women's collection navigation.
• NuordercoreChannel Partner/ Reseller/ DistributorWholesale ordering platform enabling retailers and dealers to place bulk orders. Portal accessible at app.next.nuorder.com/firstmanufacturing for B2B transactions.
• FacebookminorGTM or Marketing PartnerSocial media marketing platform for brand presence and community engagement. Official brand page at facebook.com/firstmfg for customer outreach and product promotion.
• InstagramminorGTM or Marketing PartnerVisual social platform for brand marketing and customer content featuring. Account @firstmfgco showcases product photography and customer-submitted images.
• YouTubeminorGTM or Marketing PartnerVideo platform hosting brand channel youtube.com/FirstManufacturingCo with product videos and motorcycle content.
• TikTokminorGTM or Marketing PartnerShort-form video platform for brand presence and viral content. Account @firstmfgco targeting younger motorcycle enthusiasts.
• PinterestminorGTM or Marketing PartnerVisual discovery platform for product pinning and lifestyle imagery. Pinterest boards showcase motorcycle gear and riding lifestyle content.
• Google ReviewsminorGTM or Marketing PartnerBusiness review platform integrated into website displaying Google star ratings alongside Okendo Reviews for social proof.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Milwaukee Leather: Milwaukee Leather is a directly comparable mid-market maker and retailer of leather motorcycle vests, jackets, chaps, and riding gear sold primarily through its own DTC e-commerce site at similar price points to First MFG. They compete head-to-head on selection, sizing range, and online promotion cadence in the same biker apparel niche.
• Xelement: Xelement sells directly comparable leather motorcycle vests, jackets, helmets, and riding gear to the same biker demographic through its own DTC website. The product mix, sizing range, and promotional pricing tactics closely mirror First MFG's positioning.
• Viking Cycle: VikingCycle manufactures and retails motorcycle leather jackets, vests, chaps, and bags marketed to cruiser and biker riders through its own DTC storefront. The brand targets the same customer base with similar leather-focused riding apparel and an overlapping size range.
• Hot Leathers: Hot Leathers is a heritage direct-to-consumer maker of leather motorcycle vests, jackets, chaps, and accessories marketed to the same cruiser/biker segment. Their product breadth, sizing options, and direct-to-rider positioning make them a clear peer to First MFG.
• Joe Rocket: Joe Rocket makes and sells motorcycle jackets, vests, gloves, and riding gear across sport, cruiser, and touring categories. The brand overlaps directly with First MFG in cruiser and touring leather apparel but extends into textile sport riding gear as well.

Broad incumbents

• Alpinestars: Alpinestars is a global premium incumbent that offers leather motorcycle jackets, gloves, and protective riding gear alongside a much broader motorsports portfolio. While First MFG targets the cruiser/biker segment and Alpinestars skews sport/racing, both compete in leather riding apparel at overlapping price tiers.
• Dainese: Dainese is an Italian heritage leather motorcycle apparel and protection brand with much broader international scale. They overlap with First MFG in premium leather riding jackets, gloves, and CE-rated protective gear, but at a higher price tier and wider category footprint.
• REV'IT!: REV'IT! is a European premium incumbent in motorcycle apparel with extensive leather and textile jacket, glove, and protection offerings. The brand competes with First MFG in the leather jacket category and outperforms on technical/protective positioning.
• Schott NYC: Schott NYC is a heritage American leather jacket maker with deep roots in motorcycle and biker culture (e.g., the Perfecto). While their catalog is broader fashion-leaning, they compete directly with First MFG in men's leather motorcycle jackets at a similar premium positioning.
• Harley-Davidson Motorclothes: Harley-Davidson's apparel division sells leather motorcycle jackets, vests, gloves, and riding gear under one of the strongest brands in motorcycling. They compete with First MFG primarily in leather cruiser/biker apparel, but at much higher scale and as part of a much broader vehicle-and-lifestyle portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/FirstManufacturingCo
• Facebookfacebook.com/firstmfg
• Instagraminstagram.com/firstmfgco
• Pinterestpinterest.com/firstmfgco
• TikToktiktok.com/@firstmfgco
• Xx.com/firstmfg_amazon

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about First Manufacturing Company