Custom wheels are wonderful things. Lately, we've been making several pairs for custom bikes, road racers prepping for next season and touring cyclists traveling across continents. The defining characteristic of these custom wheels is simply that you, the consumer, choose the rim, spoke and hub combo. The parts are ordered by us and the wheel is built in-house.
Why go through all this trouble? Well, that answer is a bit more complicated than it appears. Obviously, there are those that simply want something aesthetically pleasing. A limited edition Chris King Sour Apple Hub will probably never come stock on any bike, but it's a beautiful thing.