This feminist re‐examination of an ethnography of Harley‐Davidson motorcycle owners uncovers a world of motivations, behaviors, and experiences undiscovered in the original work. The structure and ethos of subculture are understood differently when examined through the lens of feminist theory. Through the voices of women riders in a hyper‐masculine consumption context we discover perspectives that cannot easily be explained by extant theory of gender and consumer behavior. We find women engaging, resisting, and co‐opting hyper‐masculinity as part of identity projects wherein they expand and redefine their own personal femininities. This study reveals invisible assumptions limiting the original ethnography and thus reiterates the problems of hegemonic masculinity in the social science project.