With that expanded brief came the name: Custom Revolution, because the custom-motorcycle world has completely changed in style and substance over the past 10 years. While custom motorcycles have been around 100 years, their relevance to the motorcycle industry has waxed and waned in parallel with their popularity. Today's scene is incredibly popular around the world in a way we haven't experienced since the 1970s, with a similar explosion of creativity: the shows (Wheels and Waves, Handbuilt, Art and Wheels, etc.), magazines and websites (too many to count), books (The Ride — Gestalten, in two editions, etc.), clothing, films, cafes, and on and on. It's a booming situation that OEM factories noticed years ago as a possible escape hatch from the doldrums they'd been sinking into since 2008. By hooking up with young builders and their fans, and stealing a bit of the scene's mojo, several factories created their biggest-selling models. BMW hired Roland Sands to design an R90S homage using its unreleased R9T model, and became a major sponsor of Wheels and Waves. The deluge began; Ducati followed suit, as did Yamaha, Triumph, and Harley-Davidson.