Motorcycle lifestyle brand Iron & Velvet opens in downtown Leavenworth

LEAVENWORTH — New motorcycle-inspired lifestyle brand Iron & Velvet opened its flagship store in downtown Leavenworth on Sept. 20.

Founded by Leavenworth residents York and Melanie Baur, the brand creates apparel and lifestyle products inspired by the motorcycle culture of authentic self-expression, taking risks, and pursuing adventure. 

“We want people to have this be an experience – not just come in and buy something and get out. We want people to feel this, think about it for themselves, immerse themselves in it and enjoy hanging out,” said York Baur.

Along with Iron & Velvet’s own line, the store also carries official Harley-Davidson merchandise, making it Leavenworth’s first official retailer for the iconic brand. The Baurs say their goal is to welcome all walks of life – riders and non-riders alike – into the world and culture of riding.

Inside, visitors can climb onto a Harley-Davidson or a BMW sport bike to imagine themselves on the road. A custom patch bar lets customers create one-of-a-kind pieces that reflect their own style. By mid-October, an in-store bar and lounge will also open, giving shoppers a place to relax and connect.

Most notably, the store poses a question that sets the intention of the entire experience: “What would you do if you weren’t afraid?”

“We're using the motorcycle metaphor as a way for people to feel that in themselves and answer that…and hopefully live a little more by just taking that much more risk in their lives, whether they ride a motorcycle ever or not, that's not the point – the point is to take agency,” said Baur.

For Baur, much of the vision behind the brand has been shaped by his own lifetime of riding, not only from finding a sense of freedom and adventure, but also witnessing the camaraderie and accessibility that comes with riding.

“You can't pull up on any motorcycle without some conversation starting,” said Baur. “When you pull up on a bike in your gear, no one can tell who you are…There's this camaraderie within motorcycle riding, because you have to sort of accept everybody.”

That sense of connection has carried over into the launching of Iron & Velvet. As a former tech executive, Baur says he has embraced the credo of taking risks by launching the brand, crediting its success to both the Baurs’ skilled team and the camaraderie and support of the local community.

“It's been wonderful to see firsthand how collaborative and welcoming the community is generally, and specifically the business community in Leavenworth…Business owners have just gone out of their way to encourage us,” said Baur.

Iron & Velvet is located downstairs at 833 Front Street. The Baurs hope to eventually grow the brand beyond the flagship store, increasing its online presence and potentially opening additional locations, all while staying true to the brand’s adventurous and self-expressive ethos.

Taylor Caldwell: 509-433-7276 or taylor@ward.media