Harley-Davidson launches new clothing line "Born to Be Alive."

Harley-Davidson has launched a new clothing line called "Born to Be Alive" in collaboration with the workwear brand Dickies. The line features 17 trendy pieces, including jackets, tank tops, and trucker hats. Fans are particularly excited about the affordable $35 Racerback Cropped Tank Top, which comes in three colors: Black, Vintage Orange, and Silver Birch. The collection aims to combine classic workwear styles with Harley-Davidson's motorcycle heritage. The designs include Americana graphics and use high-quality materials. The most expensive item is the Quilted Lined Eisenhower Jacket, priced at $150, which includes special features like adjustable waistband tabs and front pockets. Sales for some items are already strong, with several pieces selling out quickly. Harley-Davidson hopes this new line will attract both men and women looking for stylish and functional clothing. The launch comes as Harley-Davidson has faced challenges in boosting sales. In a recent report, CEO Jochen Zeitz mentioned that high-interest rates were affecting consumer spending. To encourage sales, the company has also reduced prices on some motorcycle models.