Hasta La Ideas

Our latest video explores the workshop where creative minds gives classic trucks new life

For our latest video, the third to premiere at the 99% Conference last week, we drove through the desolate corridor of I-5 to the outskirts of Los Angeles to visit ICON, California’s premiere builder of custom trucks. Newest in the line-up, the ICON Bronco takes the body of a classic 1970s Ford Bronco and rebuilds it from the ground up. All ICON’s trucks maintain the personality of the originals but add new technology to make driving easier. We spoke with ICON founder Jonathan Ward about the new trucks, what makes his process possible and what it takes to construct a vehicle by hand in LA.