Meet Devils Backbone Supply

Introduction

There are plenty of students on the campus of Kansas Wesleyan University with various unique backgrounds. Some are from out of state, others are from out of the country, but each individual has their own unique experience.

For this story we only have to go 7 hours west to Loveland, Colorado, the birthplace of Devil’s Backbone supply. KWU Football player Aiden Abraham grew up in Northern Colorado, surrounded by a strong motorcycle culture deeply rooted in the mountainous terrain for decades. His Father, Brian, fell in love with the art of motorcycles ever since moving to Colorado in 2007 and bought an Indian Scout Bobber as his first bike in 2020.

Brian and his twin brother Shawn always had a passion to own a business of some kind, especially a clothing brand. When motorcycle riding became more apparent in their lives, creating biker apparel was the perfect outlet. 

Beginning of the brand

The inspiration for the name came from a local hiking trail just a 2-minute drive from the Abraham home called “Devil’s Backbone.” Per the Devils Backbone Supply website, “Devil’s Backbone is a spine of Dakota sandstone that stretches for 2 miles, rising an impressive 220 feet above the valleys below. When you pass it heading west on Highway 34 in Loveland, CO, you’ve just entered the gateway to the Rocky Mountains; some of the most scenic, exhilarating, and challenging riding terrain in the world.”

This mountain terrain they describe ends up becoming the mascot for a passionate brand that represents Rocky Mountain riding across Colorado. Brian Abraham started by buying a screen printer meant for pressing any kind of graphics onto T-shirts.

The brand was officially founded in 2023 and started out with a small website that sold mainly t-shirts, hats, and hoodies. When coming home after every semester at KWU, Aiden Abraham would usually help shoot and record any kind of marketing or promotional media for his dad’s business.

“I loved being able to record myself wearing my dad’s shirts and sharing it with other people. It also gave me a good excuse to ride his motorcycle.” Aiden mentioned.

As Brian and Shawn worked to build recognition, local businesses began to take notice. 

Partnerships and Events

 

Devil’s Backbone Supply attended their first-ever motorcycle event at the Thunder Mountain Harley Davidson dealership in Loveland, CO, in August of 2025. Thunder Mountain is one of the largest motorcycle dealerships in Colorado and there DBS made an impact by marketing their T-shirts, hats, and stickers to display riders from the area to see.

This event would only be the beginning of a huge leap DBS would take in increasing its brand profile. Later in that month, Devils Backbone Supply took a trip to Sturgis, South Dakota, to attend the 85th annual Sturgis Motorcycle Rally. If you ride motorcycles, you know the Sturgis rally as it is widely considered the largest motorcycle rally in the world. Riders from all over the country will come out to this small town in South Dakota to appreciate the Two-wheel life together.

Devil’s Backbone supply had a setup similar to the last that allowed potential customers to purchase DBS gear, meet the founders of the company, and of course, ask questions about the brand. This was not only a great way for DBS to get their gear out to riders from all over, but it also helped raise their recognition to reach more national audiences. And just recently, Devils Backbone has partnered with motorcycle stunt riders to help promote their brand and has posted videos of riders popping wheelies and doing all kinds of tricks while wearing the DBS merchandise. 

Future for the brand 

As Devil’s Backbone supply continues to grow, so does their products and gear. Brian and Shawn Abraham have been working nonstop to expand DBS and make it an even more versatile brand for this upcoming rising season. Some new products we could see hit the shelves are Devil’s Backbone’s very own riding gloves. The new glove has a sleek felt design with all kinds of styles, including the DBS logo on the outside of the knuckle as well as the Devil’s Backbone name written down the index finger.

As mentioned above, the glove has a safety aspect to it as well, with a knuckle guard lining at the base of the fingers. This will ensure that riders can protect their hands should they ever crash or need to defend themselves in any way. They are also launching heavy riding jackets meant for cold weather riding that will protect riders on the road as they are lined 60% kevlar armour.

DBS is also starting a partnership with the Combat Recovery Foundation, which is a suicide prevention and peer support association. The partnership with Combat Recovery will not only result in new gear and graphics produced by DBS but will also help them to make their first retail store appearance in the Johnstown Scheels in Johnstown, CO.

Finally, DBS is gearing up to make a return to Sturgis in August of 2026 based on the success of their first visit. “Getting to sell gear here last year was an amazing experience and we plan to return for many years in the future. Our friends at the Sturgis Thunderdome as well as the fellow fans and motorcycle riders made the rally very memorable and we hope to continue that relationship down the road…” Brian Abraham mentioned.

Whether it’s South Dakota, Colorado, or Kansas, motorcycle riding is a lifestyle feared by some but embraced by others. As Devil’s Backbone grows, they continue to make an impact on riders all over the country for years to come.