About Roland

Roland Sands Design is a motorcycle, product, and apparel company that has its roots in racing, custom bike building and design. Our inspiration comes from a high-performance background that blends the love of two wheels with the desire to create unique products. We live the two-wheeled life and our crew is a diverse collection of road racers, off-road, dirt track, supermoto, and custom bike builders and riders. It's this diversity that allows us to work with the best in the industry on a variety of projects. Our clients include Ducati, Dunlop, Harley-Davidson, Panasonic, Performance Machine, Piaggio, Polaris, Toyota, Triumph, Vance and Hines, Yamaha and many others.

Roland is from Long Beach, California. He began his life with the upbringing and diverse experience in the motorcycle industry. His first motorcycle was a RM 50 dirt bike, given to him on his 5th birthday, to which, after just minutes of riding, he broke a bone, but fell in love with it anyway. His love of speed on two wheels took him to the professional racing ranks for 10 years. He set multiple track records around the world and was the 1998 American Motorcyclist Association 250GP champion. However, 32 broken bones later, Roland decided to trade in his racing leathers for hammer, pencil and a computer designing and building motorcycles and custom motorcycle products. In 2005, Sands founded Roland Sands Design. Sands designs are a mixture of sport bike and chopper influences and he has played a pivotal role in popularizing high-performance custom bikes to the masses. Roland and his designs (motorcycles and products) have earned many awards throughout the years, including three V-Twin Wheel Design of the year, V-Twin Control Design, Chip Foose Design of Excellence Award in Sturgis, 2nd, 3rd, 4th place in Modified Harley class at the World Championship of Custom Bike Building, V-Twin Award Trendsetter of the Year, Biker Build-Off Champion on the Discovery Channel, Biker Build-Off Rookie of the year and 2Wheel Tuner Brappy Award.

Roland, Roland Sands Design and the RSD fleet of custom motorcycles have been featured in over 500 magazine articles world-wide, on over 100 magazine covers and attend many American motorcycle rallies and events year-round, as well as multiple International shows both in and out of the motorcycle industry. Sands has also starred in many TV shows including Nitro Circus, Chopper Nation, Biker Build-Off, American Thunder and many others.

About Roland Sands Design

Roland Sands Design, Inc., a subsidiary of Roll and Company, Inc. was founded in 2005 and is a multifaceted business that includes commissioned custom motorcycle builds, aftermarket hard part design and manufacture, home decore, technical riding and casual apparel, the Super Hooligan National Championship amateur flat track series, Moto Classic Events and more. Roland Sands Design incorporates a small team of dedicated designers, engineers, fabricators, mechanics and more, that feed the collective creativity that emanates from the retail and office location at 1365 Obispo Ave, Long Beach, CA 90804

Hard Parts

All Roland Sands Design parts are designed in-house, manufactured by our carefully selected and vetted network of manufacturing partners, and distributed both by Roland Sands Design via our retail store and e-commerce website and our distribution partners Tucker Rocky and Parts Unlimited. Our focus is primarily on Harley-Davidson, Indian and BMW motorcycles with a select number of parts available for universal applications. Our most popular products include our Clarity line of Air Cleaners and Engine Covers for Harley-Davidson, our Radial collection of Engine Covers and Accessories for BMW R nineT, and our Tracker Kits for Indian Scout. In addition to supporting these major manufacturers we also design and manufacture flat track race wheels that are used by the top teams in the American Flat Track series, as well as our own Super Hooligan National Championship amateur flat track series and pro’s and amateurs all over the world. With more and more parts being designed every day Roland Sands Design and continue to be a leader in bringing innovative design-focused performance motorcycle parts to the market. 


Roland Sands Desing Apparel is designed in-house by a team of talented designers that bring Roland’s vision for fashion-forward riding gear to reality. With a full collection of leather and textile motorcycle jackets, vests, gloves, boots, pants and casual wear for both Men and Women, RSD apparel is known for creating quality protective riding gear that lasts and looks great. With a passion for style and protection, our line of gear draws from classic motorcycle apparel while incorporating the latest in protection from names like DuPont Kevlar, KNOX armor and Vibram. Manufactured to the highest standards and subjected to stringent safety standards, ALL RSD apparel is backed by a limited warranty and customer satisfaction guarantee. 


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