Adrian Lopez's Beautiful Loser


This tidy shovelhead is named after Loser Machine Company, the motorcycle apparel brand pro skateboarder Adrian Lopez co-founded in 2009. Why a helmet and fashion brand for chopper fanatics, and not just another deck or t-shirt company? Because even though he skates to live, Adrian is practical enough to realize you can't always live to skate. When this vet pro and young entrepreneur does find free time around his obligations to skating and sponsors, he likes to ride motorcycles.

How does a 20-something guy who grew up on X-Box and X Games develop a taste for two-wheeled rebellion served '70s style? Adrian's answer comes faster than his skate clips on YouTube. “My taste for choppers comes from my love for the old Frisco club bikes in the late ‘60s and ‘70s. Those machines were shortened up and narrowed down to make them easier to ride in the city.  Skateboarders are naturally drawn to speed and the freedom. I don’t think riding bikes is a trend for skateboarders—it’s an evolution. The history and cultures of skateboarding and motorcycles are similar because both scenes have always existed on the fringes of society. I’ll be stoked if Loser Machine can be a part of that.”


Okay then—why helmets, hoodies and t-shirts for chopper guys instead of decks and wheels under a more recognizable name, say Lopez Skates? Does the leap from grinding handrails to riding shovelheads seem like a stretch? "I knew skateboarding didn’t need another apparel brand that follows the same old rules and formula. We saw the evolution of skateboarding and riding bikes happening, and getting older on a skateboard is like aging in dog years—every year I skate feels like seven on my body. I was excited to have a brand that can go into skate shops as well as motorcycle shops. Loser is about what we love to do. No rules."

Clearly, Adrian Lopez is a man with a plan. In an inspired bit of savvy co-branding, that plan included relying on an established anti-hero in the chopper game to help build his machine. The bike Kutty Noteboom at Hippy Killer Garage built for Adrian the chopper entrepreneur is a lot like Adrian the skater: tough, compact, and with loads of style.

After becoming friends during the build, Kutty asked Adrian and his partners at LMC to help manufacture the skate decks and high-end apparel that features the HKG moniker. The timing for Adrian and Kutty's bikes-for-boards program was perfect, and a new aesthetic for both companies was born.

As many younger motorcycle enthusiasts see it, guys like Adrian Lopez and Loser Machine are good for today's scene. Left in the hands of the old guard, today's "custom motorcycle" aesthetic would languish in a sea of fringe jackets and flame-print t-shirts forever. With Losers like Adrian and his partners Dennet and Kevin pushing stuff in a new direction, the days of chaps and 'do rags might finally be over.

Bike specs:

Builder: Hippy Killer Garage; Kutty Noteboom, proprietor

'74 shovelhead from a tweaker in El Cajon, CA

Custom Freddy Hernandez, no rake, no stretch; built compact to fit Adrian's 5'7", 130-pound frame

Fork: Shortened and shaved 39mm Sportster

Tank: Wassel

Primary: BDL narrow open belt

Front wheel: 21" on a spool hub

Rear wheel: 18" on a H-D juice drum

Foot controls: HKG custom

Pipe: HKG custom with Biltwell kit

Motor engraving: Mark Cooper of Riverside, CA

Motor builder: Lauren's Engines

Duane Ballard



Adrian Lopez. Learn more about AL's day job here:

Mystery Skateboards

Circa Footwear

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Comment with Chopcult (26)

Commented on 5-7-2010 At 06:43 am

Nice bike!

Commented on 5-7-2010 At 07:02 am

this bike fucking rules

Commented on 5-7-2010 At 08:14 am

love this bike and always been a fan of adrian's skating. dope shit.

Commented on 5-7-2010 At 08:25 am

fringe jackets aren't cool?

Commented on 5-7-2010 At 08:51 am

Sick skater, and sick fucking bike! That shit rules!

Commented on 5-7-2010 At 08:57 am

Skateboards and motorcycles.... perfect!

Commented on 5-7-2010 At 09:00 am

tweakers in ElCajon? No way

Commented on 5-7-2010 At 10:20 am

Crazy spark plug routing!

Commented on 5-7-2010 At 11:08 am

i didn't know adrian lopez was behind loser machine. love the company and his style of skating.

Commented on 5-7-2010 At 01:37 pm

i like how the photos where shot on an ramp and i read in interviews with him that he cant skate tranny.

Commented on 5-7-2010 At 01:57 pm

Talk about a beautiful loser!

Commented on 5-7-2010 At 04:50 pm

right on adrian, finally making it work. awesome.

Commented on 5-7-2010 At 07:20 pm

It's hard not to like a bike that is both old style cool and obviously being ridden. It is totally cool.

Commented on 5-7-2010 At 07:26 pm

nice work on that motor, looks gangsta.

Commented on 5-7-2010 At 09:18 pm

Damn Adrian, nice ride. Web Park kid came up & stayed there. Nice 1.

Commented on 5-8-2010 At 03:41 am

vatos locos foreber...

Commented on 5-8-2010 At 02:10 pm

skinny,....and rad!

Commented on 5-8-2010 At 02:31 pm

looks like ill have to trade in my chaps hahahaha

Commented on 5-8-2010 At 07:54 pm

man this was one of the best "short interviews" or whatever ya wanna call it, i've ever read! bike is sooo killer and god could i ever realate to quite a few things he said...good stuff

Commented on 5-9-2010 At 08:21 pm

mad seat that one. Cool bike all round.

Commented on 5-12-2010 At 08:20 pm

Ese moto es el mas pinGON!

Commented on 5-15-2010 At 01:31 pm

that ther sure is a bitchin scooter

Commented on 9-21-2010 At 04:18 pm

Sick ass scoot!

Commented on 2-2-2011 At 05:59 pm

Always down for skating and riding together!

Commented on 9-26-2011 At 07:44 pm

Sick ass bike AL!!

Commented on 9-30-2015 At 10:15 am

Bad Ass Bike

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