Auto customizer Ryan Friedlinghaus takes an unorthodox approach when it comes to managing his family of artisans and technicians at West Coast Customs. But time and again the shop's famed design team come up with a car build that has street edge and craftsmanship. This series takes viewers inside WCC to see how ordinary vehicles are transformed into one-of-a-kind rides, including candid looks at the logistics, mechanics and decisions behind the transformations. With visionary CEO Friedlinghaus at the helm, WCC has become a pop culture phenomenon servicing celebrity clientele such as Mark Wahlberg, Justin Bieber, will.i.am, Michelle Wie and Blake Griffin.