What LBZ does

LBZ (legal entity LBZ LLC, DBA 'LBZSTORE') is a privately held direct-to-consumer apparel and lifestyle brand founded in 1984 and headquartered in Harrison, Idaho. The company originated in the motocross freeride subculture and positions itself as a pioneer of that era, selling vintage-styled clothing, functional riding gear, and lifestyle merchandise under the 'Local Boyz' / LBZ mark, with slogans including 'The Virus Lives' and 'Livin Large & Bustin Big'.

Its product portfolio is organized across men's, women's, and youth apparel lines (t-shirts, hoodies, hats, beenies, tank tops, flannels, jackets, street pants, belts), dedicated riding gear (jerseys, pants, shorts, gloves, socks), a Vintage Vault of 1990s–2000s collectibles, plus accessory extensions such as stickers, jewelry, off-road flags, blankets, pillows, the RECHROMED soundtrack, and an 'EAT MY MEAT' premium beef jerky line. Pricing is unit-based, ranging from roughly $1 for stickers to about $229.95 for riding pants and $249.95 for bracelets, with digital gift cards available in $25–$200 denominations.

The business operates exclusively through its own Shopify-hosted storefront at lbzstore.life, with no retail, wholesale, or marketplace distribution. All sales are one-time transactions with no subscription component. The stated customer base spans motocross riders, FMX athletes, dune riders, BMX/skate participants, and a broader 'LBZ FAMILY WORLDWIDE' lifestyle community reached via the storefront, an email signup, and an events hub at lbz.life. The company is founder-owned with 1–10 employees and no disclosed external funding.

Name

LBZ

Legal name

LBZ LLC

Website

https://lbzstore.life

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

LBZ is a privately held, Idaho-based direct-to-consumer apparel and lifestyle brand founded in 1984, selling vintage-styled motocross freeride clothing, riding gear, and accessories exclusively through its own Shopify storefront to a global enthusiast community.

Ownership category

akta.pro rank

Product category

Motocross Apparel & Lifestyle Merchandise

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

akta.pro secondary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Motocross apparel
• Freeride riding gear
• Riding jerseys pants
• Vintage motocross merchandise
• Lifestyle motocross clothing

Headquarters

HQ city

Harrison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. Apparel and merchandise sales: LBZ generates revenue through direct e-commerce sales of branded clothing, accessories, and merchandise including t-shirts, hoodies, hats, riding gear, jackets, and collectibles. All sales are one-time transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

LBZ sells motocross and freeride lifestyle apparel, riding gear, and branded accessories directly to consumers through its Shopify-powered online store. The catalog spans men's, women's, and youth clothing, functional riding jerseys/pants/shorts, vintage collectibles, stickers, jewelry, beef jerky, a film soundtrack, and digital gift cards. All items are one-time purchases with no subscription component.

Product overview

LBZ (Local Boyz) is an e-commerce clothing and lifestyle brand specializing in motocross and freeriding lifestyle apparel and gear. The company operates primarily as a Shopify-based online store offering a comprehensive product portfolio organized into several categories: Men's and Women's apparel lines featuring hats, beenies, hoodies, jackets, t-shirts, tank tops, pants, and belts; a dedicated Youth collection; Legendary Riding Gear for motocross including jerseys, pants, and shorts; Vintage Vault for collector's items from the 90s and 2000s; Stickers and accessories; and specialty items including the RECHROMED soundtrack, premium jerky, and jewelry. The brand is known for its 'Livin Large & Bustin Big' motto and American pride themes, with products like the LBZ '1984 OG' and LBZ 'FREEDOM' lines being signature offerings. LBZ was founded in 1984 and has built a reputation in the motocross and freeriding community.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• LBZ claims to have 'invented the freeriding era' and changed the motocross sport

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Metal Mulisha: Metal Mulisha is a motocross and action sports lifestyle apparel brand with heavy emphasis on rider culture, lifestyle tees, and graphic-driven apparel — comparable to LBZ's lifestyle collections.
• Thor MX: Thor MX is a long-standing motocross apparel and protection brand offering riding gear, jerseys, pants, and gloves. It is a direct category peer to LBZ's riding gear line.
• O'Neal Racing: O'Neal is a heritage motocross apparel, protection, and riding gear brand. Like LBZ, it serves motocross riders with a mix of functional gear and lifestyle apparel.
• Fasthouse: Fasthouse is a motocross lifestyle and apparel brand blending riding gear with vintage/heritage aesthetics and aggressive rider culture — closely aligned with LBZ's freeride lifestyle positioning.
• Answer Racing: Answer Racing is a motocross apparel and protection brand offering jerseys, pants, gloves, and helmets. It is a category peer to LBZ in motocross riding gear.
• Troy Lee Designs: Troy Lee Designs produces motocross helmets, gear, and lifestyle apparel. Like LBZ, it blends functional riding gear with a distinctive lifestyle aesthetic and rider culture heritage.
• Fox Racing: Fox Racing is the largest motocross and mountain bike apparel, gear, and accessories brand globally. Directly comparable to LBZ in product category (riding jerseys, pants, gloves, helmets, lifestyle apparel) and target customer (motocross/MTB riders).
• Shift MX: Shift MX produces motocross and action sports apparel, jerseys, and pants. It competes with LBZ in the same riding and lifestyle apparel categories targeted at motocross riders.

Emerging players

• Deft Family: Deft Family is a rider-owned motocross lifestyle brand selling apparel, gear, and accessories with a culture-driven aesthetic similar to LBZ's vintage freeride positioning.

Broad incumbents

• Alpinestars: Alpinestars is a global incumbent in motorsports protection, apparel, and footwear — including a major motocross line. It overlaps directly with LBZ on riding jerseys, pants, gloves, and protective gear but at much greater scale and broader motorsports scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

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 LBZ