Since 1938, the small town of Sturgis, South Dakota, has seen its population multiply from just seven thousand to over half a million every August. Motorcyclists from around the globe descend on the small town to attend the Sturgis Motorcycle Rally to celebrate a shared love of motorcycles and its culture.

An aging cohort of social outcasts, outlaws, and rebels now clash with a younger generation of fans that have commodified the rugged aesthetics of an earlier era as cosplay. The growing size of the event, the internet, and social media have all brought more outsider attention to the rally, bringing unwanted regulations from local authorities. The explicit sexuality and outsider behavior the rally is known for are being forced to become more palatable within this modern context, ironically becoming more offensive to the origins of the outlaw culture.