Wells
For Chris Wells, motorcycles are more than a means of transportation. They are a way of life.
As the owner of Triumph St. Louis in Midtown, Wells has built his professional world around the machines that first captured his imagination and the people who ride them. Ask him what keeps him going, and the answer comes quickly: horsepower, freedom, and the unmistakable smile that comes from riding a motorcycle.
“Motorcycles evoke emotions you wouldn’t feel in other places,” Wells says. “They’re unnecessary luxury items, but no other form of transport can give the same feeling.”
That philosophy extends well beyond motorcycles. In recent years, Wells has begun applying the same sense of individuality and appreciation for craftsmanship to the way he dresses. After years of the familiar uniform of black T-shirts and blue jeans, he is deliberately moving toward something more expressive.
“If I’m gonna suit up, I might as well not be the same as anyone else in the room, right?” he says. “Same thing as my motorcycles, cars. I don’t want the same thing as you. Be you.”
It is a fitting philosophy for someone whose career has been built around enthusiasm. Wells was drawn to motorcycles because of the people he met when he first started riding, the sensation of being on a bike, and the freedom it provided. Now, he wants to give that experience to others.
Behind the enthusiasm is a business that requires considerably more than a love of motorcycles. Wells is quick to point out that the bikes themselves are the easy part. Managing people, expectations, employees, and the inevitable problems of running a business can be anything but.
His advice to those who look to him as a professional role model comes with characteristic humor: “If you’re gonna be dumb, you gotta be tough.”
For Wells, success also means becoming comfortable with something many professionals struggle with: not accomplishing everything every day.
“Most people’s jobs offer them a feeling of accomplishment on the daily,” he explains. “I feel most days don’t offer a day-to-day reward of that.”
That perspective has perhaps made his growing interest in menswear more meaningful. Dressing well is not simply about appearances for Wells; it is about confidence and how you carry yourself.
He admits that he is relatively new to pushing himself to be one of the better-dressed people in the room. But the transformation has been intentional. His clothing choices are rooted in personal expression, and his growing appreciation for quality has encouraged him to take more risks.
His relationship with Noble Luxury Brands began somewhat casually. A close friend gave him a suit as a groomsman gift, and after wearing it—and receiving plenty of compliments—Wells started making regular visits. What began with one suit eventually became an effort to elevate his entire wardrobe.
A significant part of that experience, he says, has been working with Dakota.
“Have you sat down with Dakota?” Wells jokes. “No one has passion for fine clothing like Dakota.”
What Wells values most is not simply the clothing itself, but the experience of being guided toward choices that feel distinctly his own. He has become increasingly comfortable with bolder fabrics and more distinctive garments, while still appreciating the foundation of classic menswear.
That evolution reflects something larger. Wells has discovered that investing in quality clothing can have an immediate effect on how he feels and how he presents himself.
“People notice you,” he says. “Your confidence is immediately higher. Looking good makes you feel good. Spend some money on yourself. You are your best investment.”
There are still a few constants in Wells’s daily routine. He wears his TAG Heuer Carrera every day, a wedding gift from his wife, and keeps his accessories relatively simple. He is not much of a jewelry person, preferring his watch, a familiar cologne—Nuit d’Issey—his wallet, keys, and iPhone.
Outside of work, his interests are as varied as his wardrobe is becoming: building motorcycles, food, culture, travel, mountains, cars, and, naturally, riding motorcycles. There is also Leroy, his dog, who Wells describes as “a handful.”
And then there is St. Louis.
Wells describes the city as a “small town city”—a place with a slower pace and a strong sense of Midwestern hospitality. For him, its appeal is found in the combination of great people, excellent food, culture, and accessibility.
“It’s a great foodie city, a great hub to travel from,” he says.
But when asked about his favorite place in St. Louis, Wells doesn’t hesitate.
Triumph St. Louis.
His shop represents much of what he values: great people, incredible motorcycles, color, positive energy, and the opportunity to introduce someone to an entirely new experience.
“Let’s get you on a bike,” he says.
It is perhaps the simplest expression of Chris Wells’s worldview. Whether he is talking about motorcycles, clothing, business, or life, the message is remarkably consistent: find what makes you feel alive, invest in yourself, and don’t be afraid to stand apart.
For Wells, standing out isn’t about seeking attention for its own sake. It’s about refusing to settle for ordinary when something more personal, more exciting, and more meaningful is available.
And if that happens to involve a great motorcycle, a bold suit, a Carrera on the wrist, and a little extra color along the way?
Even better.