Wearable Art. Not Mass Production
Unique and limited designs. No Mass Production.
MotoMachina is a collaboration with artists from around the world, all drawn to the same obsession: motorcycles, movement, and man's love for the machine.
Together, we create limited-edition works that express the love of the road, its history and culture.
- Carefully curated
- Produced in small runs
- Released in finite quantities
Once a piece sells through, it is archived, permanently retired, never reproduced.
What remains is not inventory. It is a body of work.
The Culture We Preserve
Motorcycles are not one thing.
They are many.
Cruisers. Performance Bikes. Enduro. Track bikes. Restorations. Custom builds. Personal statements.
Each rider brings something different to the machine, and in return, the machine gives something back.
The Founder
MotoMachina is the work of Jonathan Lee Tueller.
- A Musician
- A Builder
- An Operator
- A lifelong student of culture and craft
His early years were shaped in music, as both an artist and a business owner. Building independent record stores at a time when the culture of it still lived at the ground level.
He was part of the early foundation behind what would become "Record Store Day", a movement that reconnected artists with the stores that carried them that still exists til this day.
Over the years, Jon became known for his ability to grow businesses, build strong teams, and create thriving workplaces where people felt valued. While he has a talent for driving growth and identifying opportunities, he has always believed that taking care of employees is just as important as taking care of customers.
That approach earned one of his companies recognition as North Carolina's "Best Employer" in the Small Business category. For Jon, the award wasn't about recognition, it was a reflection of the culture he worked to build and the people who helped make it successful.
Above all, Jon is a husband and a father of three. The values that guide him at home, respect, accountability, and putting people first, are the same values that shape the businesses he builds.
His goal now is to make MotoMachina a thriving clothing line, ever as successful as every business he has built in the past.
Early Mentor
The famed artist Frank Kozik never had much patience for categories. To him, the line between art and object was always negotiable if not nonexistent.
Kozik created many spectacular designs in his life and he also spent over a decade building a motorcycle he considered the greatest piece of art he’d ever made. Not because it sat on display, but because it could be
ridden and experienced.
Jon had the opportunity to collaborate with Kozik early in his career, and that mindset he learned from him, permeated Jon’s creativity
for life. The way Kozik approached creation, collaboration, and form was
grounded in something that rose above the noise and stood out from the crowd.
That perspective stayed with Jon.
If an artist has the right platform, the work speaks louder, lasts longer, and means more. The canvas doesn’t need a gallery to have meaning. Sometimes the canvas can be a motorcycle; and sometimes it is a piece of clothing you wear. The intent behind it is what creates the meaning.
The Instinct Remains
Jon grew up in the Rocky Mountains, where he developed a lifelong passion for speed and adventure. As a downhill skier, he dreamed of competing in the Olympics, while also pursuing music as a guitarist, singer, and songwriter in his own band.
After earning a degree in Business and Marketing and becoming a father, Jon entered a new chapter of life. He traded late nights on stage for family responsibilities, channeling his ambition into entrepreneurship. Starting from humble beginnings, he quickly built a reputation for driving growth, increasing profitability, and scaling businesses across multiple industries — earning recognition as one of the "30 Under 30 to Watch."
As his children grew older, Jon rediscovered his passion for speed through motorcycles. The freedom, adventure, and craftsmanship of riding reignited a lifelong enthusiasm that eventually inspired MotoMachina. Unable to find motorcycle-inspired apparel that reflected his lifestyle, he decided to create it himself.
Today, Jon lives in Charlotte with his wife and enjoys hunting, diving, music, and motorcycles. Through MotoMachina, he combines his entrepreneurial spirit with a passion that has been part of his story from the very beginning.
"The feeling of riding.
Of being completely present. Of trusting a machine at speed.
It was familiar.
The pull I had known on snow returns. The rush I had known in music. The instinct I had felt on the slopes. In building something from nothing. In creating something that lives beyond me.
Only this time, it came on two wheels."
- Jon Lee
A Studio, Not a Brand
MotoMachina is not built on volume.
It is built on intention.
Every piece begins with an artist.
Every release is finite.
Every design is part of a larger archive.
There are no mass runs. No endless restocks. No shortcuts.
Only work that earns its place.
View the Archives
A Standing Invitation
We are always looking for artists.
Not just technically skilled, but those who understand the feeling of riders and the culture behind it. What inside the culture inspires you? We wanna hear from you!
We are particularly interested in seeing work that represent cultures that differs from western design norms, but of course everyone is welcome to apply.
Apply to Join
From Luxury to Lifeline
"Living in the western world, we recognize daily how blessed we are and the importance of giving back to those who have less.
In many parts of the world, a motorcycle is not a luxury, it is a lifeline. While traveling in Rwanda, we were faced with many levels of poverty. One of the most striking realities is how many would not be able to make a living if they did not have a motorcycle, and an idea was born." - Jon Lee
MotoMachina is partnering up with local charities in 3rd world countries to people, where owning a bike is a lifeline, not a luxury.
Each year, MotoMachina will, with artists from underdeveloped regions, create dedicated collections to this cause. Every dollar from those pieces serves one purpose: Putting motorcycles into the hands of those who need them most.
