One of television's first celebrity custom motorcycle builders is being sued for fraud by a California-based fashion firm.

Bike builder, husband of actress Sandra Bullock and owner of West Coast Choppers Jesse James allegedly pulled out of a clothing deal with California-based Fortune Fashion Industries LLC at the last minute. The lawsuit filed by Fortune Fashion in Los Angeles Superior Court on Wednesday claims the original agreement would have seen a collaborative line of garments to be sold through Wal-Mart and named America's Brand.

Fortune Fashion claims Jesse James then renamed the fashion line to 'Jesse James Industrial Workwear' and launched it directly with Wal-Mart. In a move that appears to have upset Fortune Fashion even further, James allegedly 'stole' one of their key employees to work on his clothing line.

Damages being sought by Fortune Fashion are "equal to 50 percent of James' or his related entities' past and future net profit" from his Wal-Mart projects.

Jesse James is a custom bike and car builder, producer, publisher, television host and restaurateur. In 2000, James started his TV career with Discovery Channel's "Motorcycle Mania," and in 2002 produced and starred in the international television hit, "Monster Garage." Before television fame, James started West Coast Choppers by doing what he loved, building motorcycles in his mom's garage.

As an expert welder, Jesse produces only 12-14 bikes a year, making a very long wait list for his coveted custom machines.

Jesse James is scheduled to appear on small screens again in a new, original weekly series on Spike TV come February 2009 titled 'Jesse James Is A Dead Man'.