HARLEY-DAVIDSON is going through a period of reimagining itself into a young, cool and fashionable brand and by all accounts it’s doing remarkably well.

While most of the Harleys you see London’s hip youth parading on are older, customised models, the manufacturer is aiming to make bikes that are already custom enough for the yoof to ride (and by ‘yoof’ I mean 30 year olds with a bank account big enough).