Everybody knows or has heard of West Coast Customs regardless if they are an industry insider or just a fan of the brand. As one of the first shops to embrace reality TV with “Pimp My Ride” on MTV, WCC emerged from CEO and owner Ryan Friedlinghaus’ passion for cars and $5,000 of start-up money his grandfather loaned him in 1993. Fast forward to 2009 and WCC is now a worldwide commodity, with six locations across the globe, three seasons into its “Street Customs” show and a reputation no one can beat! With more than 15 years in the industry, Ryan is looking to dominate the scene and expand the WCC brand with a new lifestyle section of the company, tons of new builds and more shops to come in 2010.

Many know of his work, but few know the man behind the widebody phenomenon. More of a behind-the-scenes-guy, Topo (a nickname given to him when he was a boy that means gopher in Spanish), is taking center stage with his latest widebody Camaro.

In the game Chess, the king is the most important piece on the board, and the last king standing wins. To take the game, one must have a better strategy, patience and ability to make the right move at the right time. George and Jack Keshishyan of Platinum Motorsport are celebrating 10 years in the industry, a tenure due to a solid strategy, patience and making the right moves at the right time.

With a personal fascination with Pit Bulls, Zhoucheng Shi wanted to adorn his precious canines with more than just the average dog collars seen on the market. Utterly frustrated with only run-of-the-mill dog collars decorated with punkish-looking spikes, Shi took it upon himself to create the ultimate collar for those elite few who want Fido to sport the freshest and most luxurious gear on the market. The leashes and collars are made from either diamonds or cubic zirconia and pricey leather, as well as sterling silver, 18kt gold and fox fur. To purchase a leash, collar and some fox fur accessories for the leash will cost you a mere $30,000; the collars alone are $3,000 each. Pretty insane for average dog owners if you think about it, but Shi isn’t trying to appease the masses; he wants to cater to a decidedly exclusive crowd who demand unique and out-of-reach accessories.

Audacious. Intimidating. Dominant. These are characteristics that describe many of the professional athletes Silver Star Casting Company sponsors, such as UFC superstars Rashad Evans, Anderson Silva, and Georges St-Pierre. But to owners Luke Burrett and his wife, Charis B., these adjectives also typify the Southern Cali attitude imbued in the clothing made by the Orange County-based company. Now best known for its attention grabbing, graphic T-shirts, Silver Star began its existence in 1993 making sterling silver jewelry. However, it wasn’t until Burrett merged his love for mixed martial arts (MMA) with the idea of turning Silver Star into an apparel company that things really took off.

As a high school dropout who grew up in a disadvantaged neighborhood, statistically Ralph Holguin wasn’t supposed to succeed, let alone own his own company and become a millionaire. However, he overcame the odds and now runs RMD Group, an event marketing company that has worked with big names like Ford, Xbox 360 and Callaway Golf.

TapouT. To those who know mixed-martial arts (MMA), this word signifies the action of one fighter making the other submit. But it’s actually one thing Charles “Mask” Lewis Jr. and his long-time friends and business partners, Dan “Punkass” Caldwell and Timothy “Skyskrape” Katz, have never done.

Kat Von D (born Katherine Von Drachenberg) is more than just a tattoo artist; she’s an icon. Known for her portraits and black-and-gray technique, a stint on TLC’s “Miami Ink” that later gave way to her own show “L.A. Ink” and her recognizable star tattoos by her right eye, the Mexican-born (with Argentinean and German origins) tattoo goddess is revolutionizing the male dominated tattoo realm and paving new roads one tattoo at a time by letting her awesome work speak for itself (she’s tattooed the likes of Eve and Ja Rule, to name a few).

The wheel industry can be a fickle thing. Similar to the fashion industry, what’s hot right now might be ice cold in six months, which is why only the fittest survive to see another fiscal year. Diablo Wheels is one these top dogs, as they continuously reinvent themselves with each new wheel concept. Born from the ambition and dream of president and founder Gary Jerjerian in 2000, Diablo Wheels has become a fierce competitor and a household name in the automotive game.