They say you can’t judge a book by its cover... Is that right? No cover ever evolved as the story got better. You want to know what a man has been through, where he’s going? A man’s history is written on his face. We are, each and every one of us, the Heroes of our own story. The Pioneer, The Patriot, The Rebel... The Underdog! Hell, we are The American way. The ones who weren’t afraid to get their hands dirty, and sure as hell wouldn’t back down from a fight. When the going gets tough, you just get tougher. And you wear your beard proudly, like an emblem of wisdom. With a handshake that’s as strong as your word. And the belief that ‘Freedom is Foundation’ because a motor was never just meant to idle. Like real men, we were never meant to look like clean cut choir boys. Out here a man earns his right to decide his own fate and his own face.