From desert riding and flat track racing to bull riding and building a brand, Mark “The Butcher” Atkins has done it all. People like to say he’s lucky, but luck has nothing to do with it. He’s put in 20 years of hard work to make things happen.

Mark is the face of Rusty Butcher, a clothing and leather goods brand for the young, blue-collar generation. He started riding motocross at three years old and was racing at four. Since then, he’s utilized his entrepreneurial spirit and innate knowledge of what the industry wants to combine his two passions: clothing and motorcycles. Beginning the clothing brand from his garage at 15, Rusty Butcher has now evolved to become a massive influence in moto culture.

Watch our video below for a glimpse at how he’s made his own luck.