Roland Sands Design

Roland Sands Design
Name	Roland Sands Design
Founded	2005
Founder	Roland Sands
Headquarters	Long Beach, California
Industry	Motorcycle design, apparel
Products	Custom motorcycles, helmets, apparel, parts

Roland Sands Design is a motorcycle design and manufacturing company founded in 2005 by former motorcycle racer Roland Sands. The company is known for custom motorcycle builds, aftermarket parts, apparel lines, and motorsports involvement, operating from Long Beach, California. Its work bridges custom culture, competitive racing, and mainstream motorcycle manufacturers, drawing attention from media outlets, collectors, and industry partners.

History

Roland Sands, a former AMA Grand National Champion and Superbike competitor who raced with teams such as Yamaha Motor Company and Kawasaki before moving into design, established the company after stints at boutique shops and collaborations with builders connected to events like Sturgis Motorcycle Rally and Legend of the Motorcycle Concours d'Elegance. The studio's early years involved custom cafe racer and bobber projects that gained exposure through features in publications like Cycle World and appearances at shows such as AMP (Auto Moto Parilla) and Pebble Beach Concours d'Elegance spin-offs. Growth followed partnerships with manufacturers including Harley-Davidson and Triumph Motorcycles, and expansion into apparel, helmet design, and licensed parts. The company operated from a workshop in Long Beach, California and engaged with motorcycle communities tied to venues like Daytona Beach and events like EICMA.

Products and Collections

Roland Sands Design produces a range of products including custom motorcycles, aftermarket components, protective gear, and lifestyle apparel. Motorcycle products span bespoke builds influenced by models from Harley-Davidson, Ducati, Honda, and Yamaha, while parts offerings include exhausts, handlebars, seats, and wheels compatible with platforms from Triumph Motorcycles and Indian Motorcycle. Helmet and protective gear collections reflect standards set by organizations such as Snell Memorial Foundation and are sold alongside apparel lines showcased at trade events like SEMA Show and retailers tied to Barber Vintage Motorsports Museum collaborations. The company also markets limited-edition runs and commemorative collections tied to exhibitions at venues such as The Petersen Automotive Museum.

Design Philosophy and Influences

The firm’s design approach synthesizes influences from racing heritage embodied by events like Isle of Man TT, cafe racer aesthetics rooted in European scenes such as Ace Cafe London, and American custom traditions linked to Chopper culture and builders associated with custom motorcycle movements. Sands draws on his experience with AMA Superbike Championship competition and interactions with designers from Icon Motorcycles and Roland Sands’s network to create pieces that balance form and function. Inspirations include industrial design practices seen at firms like Fender Musical Instruments Corporation for finish detail, and motorcycle iconography celebrated at institutions like National Motorcycle Museum (Anamosa, Iowa). The result emphasizes ergonomics, performance, and visual narrative, often referencing historical models like the Triumph Bonneville and Norton Commando.

Collaborations and Special Projects

The company has executed collaborations with major manufacturers and lifestyle brands, including bespoke projects with Harley-Davidson, limited editions for Triumph Motorcycles, and special builds for media partners such as Motor Trend and Top Gear. It has partnered with helmet makers and apparel brands in joint releases promoted at events like Goodwood Festival of Speed and Concorso d'Eleganza Villa d'Este. Special projects have included concept motorcycles unveiled at EICMA and custom commissions for collectors associated with auctions at Bonhams and showcases at Pebble Beach Concours d'Elegance–adjacent gatherings. Collaborative work extended into film and television tie-ins with production houses linked to franchises showcased at Comic-Con International.

Motorsports and Racing Involvement

Roland Sands’ background in professional racing—competing in series such as the AMA Grand National Championship, AMA Superbike Championship, and endurance events similar to Daytona 200—informs the company’s racing-oriented builds. The studio has prepared track-focused motorcycles and supported riders at club-level competitions promoted by organizations like American Motorcyclist Association and MotoAmerica. Projects often aim to meet technical expectations from teams historically associated with manufacturers like Suzuki and Kawasaki Racing Team and have been exhibited at circuits including Laguna Seca and Road America during promotional events.

Awards and Recognition

The company and its founder have received recognition in industry media and at shows, earning features in magazines such as Cycle World, Motorcycle News, and Motorcyclist (magazine), and awards at custom shows and competitions akin to honors presented at Daytona Bike Week and regional concours events. Roland Sands has been profiled in documentaries and televised segments on networks like Discovery Channel and Velocity (TV channel), with builds lauded by collectors and institutions including The Petersen Automotive Museum and curators from Barber Vintage Motorsports Museum.

Category:Motorcycle manufacturers of the United States Category:Companies based in Long Beach, California