July 25, 2011 by MartinB. | 5:50 am
Summer break is here but I couldn’t tell from the murky weather in Europe or from my ongoing workload. For I’ve been working on a few things that I’d like to share with you today.
It’s a moment I’ve been looking forward to for months.
It’s the announcement of the new line of Substance Wheels for 2011/2012 and then some.
This is the most compact, most high quality Substance Wheels packaging ever. Designed and handmade by my lovely girlfriend and myself, it consists of a glossy folder and the traditional transparent zip packaging. It displays my concept of the ideal packaging: visually attractive and effective in displaying and protecting the product all the while being no bigger than necessary.
You will notice that the BRT edition packaging is almost the same as that of the previous one, the only difference being that I switched the logos colors accordingly to the wheels’ colors.
The new Centralized Twin Bearing Wheels’ packaging was designed from the ground up. There’s a rock surface motive paired with a modernistic “2011” logo, symbolizing the “substance” of our products (they’re “rock-solid”) as well as our embracing of clean, crisp design.
All Substance Blackriver-Edition Wheels feature our signature shape and a special bearing retention design as well as a unique backside. Made of the same material in slight variations and different colors, they provide you with an ideal mix between grip, durability and consistency. Praised many times over, the THC wheels have witnessed little changes since their launch. As the saying goes, “never change a winning team”…
Appearing in a translucent white reminiscent of the Quartz series, the newest addition to the THC line comes without any colorant added. What you get is a perfectly pure, ambivalent wheel for all kinds of setups.
Centralized Twin Bearing Editions
Twin bearing wheels are back in force at Substance.
Substance Wheels started, about 4 years ago, with bearingless, transparent wheels called “Substance Classics”. The Classics Reloaded are a reminder of our beginnings as well as a display of our current level of development. While still transparent, today’s Classics are made of a different, more advanced and softer material than the original. The Classics reloaded also feature a centralized dual bearing system, emphasizing realism and high performance. This evolution in our wheels mirrors the significant improvements in fingerboard trucks: the original classics were made at a time when Ytrucks and Blackriver-Trucks were but a dream. Today’s cutting edge setups feature high quality components all around and with the Classics Reloaded we are providing wheels that live up to the highest standards of design, performance and …substance. That is, they are more than a simple product; they bear a lot of meaning and fingerboard history.
With the THC dual wheels, we offer a dual bearing alternative to the famous THCa wheels. A number of fingerboarders have told me that they really like the unique looks and feeling of the THCa wheels, yet they would prefer a dual bearing version since they are using Ytrucks. You asked for it, we delivered.
You’ve probably already seen these so I’ll just quickly recall the facts. Dennie, owner of Flaked fingerboards and Substance teamrider, was eager to launch a special edition wheel together with Substance. Our aim was to create a very realistic fingerboard wheel with a “street” shape, centralized twin bearings and white in color. These very special wheels will be available exclusively through the upcoming Flaked Webshop which you can find here: www.flaked.de
I would urge you to support the fingerboarding pioneer, young father and awesome homie Dennie by purchasing some of these wheels and of course some of his amazing decks if you get the chance!
A new online presence
Substance has a new home on the Internet. Let’s just say it’s still lacking some furniture and we haven’t completely moved in yet. Nevertheless, you’re welcome to have a peek now and come back regularly to see how it’s growing.
WHERE TO BUY
The Flaked edition will be available exclusively through the www.flaked.de webshop.
All other wheels will be available through reliable sources such as www.fingerboardstore.de and a few other online shops. We are also proud to announce that the new line of Substance wheels will soon be available in the Berlin Blackriver-Store!
Thanks for your attention, enjoy summer and see you around :-)“