2009 V.2

hello.Who is Deluxe BMX?A band of trails riders... Well, I’ve been itching to put together a new BMX brand for some time now – and now seems like a good time, time for the ideas to be put into steely reality; so I asked a bunch of people to join in and get involved. My bro Chris came up with some logos and graphics, five riders named Davros, Frog, Louis, Pompom, and Mark make up the team, Patch wired together the website, Charlie’s on the myspace, Carlo’s sorting out some contacts, and Dennis is sourcing the finest manufacturers to assemble our parts. We’re not busting out with every BMX part under the sun, but with quality frames, bars and sprockets taken care of already, it’s a good start.

Why is Deluxe BMX?Well, it seems that the plain roots of BMX were being overlooked a little. Bicycle Motocross started out as kids riding bicycles on dirt back at the tail-end of the sixties, and with Deluxe BMX we’re going back to that. Street, parks, contest and ramp riders have their flagpoles to raise their colours on, and it appeared that there wasn’t much of a company dedicated to riding dirt – and specifically, trails. Deluxe BMX is taking it back to home-made dirt in the woods, some tools, some bikes, and some friends and good times.As for the name, that’s been bouncing around my brain for years now (we did think about making a magazine with the same name about ten years ago) and this new bike co is ripe for it. So, Deluxe BMX was born…Our riders aren’t going to be winning Dew Cups or FISE jumping comps or going upside down with the frame going round like some kind of rabid dog on a lead. We picked riders who spend half the year up to their knees in mud digging their own trails ready for the summer ahead – then they ride all summer, building their scenes, flowing the lines, travelling, riding. Proper trails riders, living it. Each of them can bring something different to the Deluxe BMX table too – they’re not just riders. You’ll see.

Our Deluxe BMX ProductsFor a kick-off, we’re making frames in three sizes, bars in two sizes, some sprockets, and a few decent tees. From the outset I’d like to say that we are aiming for something really simple. Classic BMX frame touches, a timeless feel to a quality frame and handlebars, combined with modern-day build and construction methods, high-end materials, and clean looks. Light enough to race, strong enough to endure trails, with stable geometry and proper proportions. No bonkers bells and whistles which will be out of fashion in two weeks’ time – this is BMX for life.

The Deluxe WayWhy do another BMX company? Well, the drive is not profit or money, or world domination. Sure, our frames and parts are competitively priced, because we require a profit to stay in business and keep on keeping on – but money is not the motive. Designing and making BMX parts is fun, building a brand is a cool new challenge, and we all love BMX. That is the reason why we’re in business and making this happen – we just love BMX.

—Mark Noble

2.

3.

hello, louis.Name Louis MikolayAge 21Hometown SeafordLocal Trails RavensbourneYears Riding Toooo manyYears Diggin’ I dug before I could ride, hahaJob Student / Junior designer The Sunday TimesAmbition Never be idle

Top 5 Trails Spots I’ve Ridden1 Chertsey 2 Winchester3 Epsom 4 Buxted5 Ashford

Top 5 Books1 The Art Of Looking Sideways2 K-Pax3 It’s Not How Good You Are It’s How Good You Want To Be4 Whatever You Think, Think The Opposite5 Forget All The Rules Of Graphic Design (Including The Ones In This Book)

Top 5 Films1 Donnie Darko2 Crash3 Lock Stock And Two Smoking Barrels4 Snatch5 Layer Cake

Top 5 BMX videos1 Seek And Destroy2 Wide Awake Knightmare3 Dig4 Etnies, Grounded5 Aversion Un-Made [laughter]

Top 5 Photographers1 Quiz cc2 Adam Bora3 Spock Netley4 Bancroft5 Dolecki

4.

5.

6.

hello, davros.Name Dave Douglas aka DavrosAge 25Hometown WinchesterLocal Trails BarendYears Riding eeek…Years Diggin’ Since I was 14

What was the last thing you did today before answering this lot?Looked through my camera, just got back from Cornwall.Where did you ride your bike last?Sheet trails.What was the last new trick you learnt?Yeah, I wish. I can’t remember the last time I learnt a new trick.When did you last build up a new bike?When I got the Deluxe prototype through.What was the last album you bought?A White Stripes one.What was the last book you read?Bash The Rich.What was the last BMX video you watched?Electronical.What was the last city you visited?St Ives.When, and where, were you last genuinely lost on your travels?St Ives.What was your last meal?A vegetable samosa in the back of a car.What was the last great gadget or invention that you saw or bought?An Apple Mac – a second hand one, but it’s still good.When was the last time you scared yourself?King’s Park’s wobbly trannies.Where is the last place on earth you want to visit?Neil and Wayne’s house probably.

7.

hello, frame.Built for going fast. Simplicity is what we’re aiming for here – no wishbones, no crimps, no harsh bends on the seatstays or chainstays, no front triangle gussets, and no rear stay bridges that have been laser-cut to resemble intricate metalwork pieces: and of course, all made from proper 4130 chromoly. 4130 chromoly is the stuff we’ve been making BMX frames from for decades, refined and produced into a high quality tubeset and expertly welded by our preferred frame builder.We chose lighter, slightly slimmer diameter tubing while retaining all-important strength and durability – and combined plain-gauge rear ends with double-butted front end and heat-treated bottom bracket, headtube, and dropouts. We didn’t go nuts and drill holes or laser-cut slots everywhere, we kept everything sensible and designed it properly – and ended up with a durable trails machine. Proportion wise, we didn’t go too low-slung – otherwise, that could look like a bicycle trials frame.Our frames come in three sizes – L, XL, and XXL: the L comes with a 20.7-inch toptube, while the XL measures in at 21 inches. Both have 13.75-inch back ends. The XXL has a 21.25 inch toptube, and a 14 inch back end.We then chose a low 11.5 inch bottom bracket, to create a frame with a low centre of gravity and a very stable and balanced feel – which is vital when you’re hitting Bar End’s Back Line at mach ten.

Likewise, we picked a traditional 74º head angle – something that’s a little more stable than some of today’s street frames which measure 75 or even 76. A steep head angle is all good when you’re nose-wheeling the curb outside Lidl, but not when you’re hitting big lines.We specced small round tubes to act as neat rear-stay bridges, and then paid attention to the brake mounts. For one, they’re placed on the chainstays so the brakes actually work better and they look cleaner – our lowered chainstay position combined with today’s modern u-brakes create more room, so running 25:9 gearing will be no problem. We then angled the brake-lugs (at 81º) and the cable stop to ensure good cable line.

The dropouts are super-light – we trimmed down the shape, slotted them for 14mm axles, and also made them 4mm thin. I wouldn’t recommend using pegs on these dropouts, but who does? Since my favourite street riders (Steven Hamilton and Ian Schwartz) don’t even run pegs, shedding unnecessary material here made sense. Also, instead of running angle-capped stays like everyone other BMX frame out there, we took a little influence from classic road bikes and dome-ended the stays – it makes them just look faster. Neat.Stable, fast, light, durable, classic – it’s all we wanted in a BMX frame.

8.

Model L Frame XL Frame XXL FrameToptube 20.7" 21" 21.25"Chainstay length 13.75" 13.75" 14"Headtube Angle 74º 74º 74ºBB Height 11.5" 11.5" 11.5"Build Double butted 4130 Chromoly, heat-treated BB,

heat-treated 4mm dropouts, heat-treated integral headtube, angled U-brake lugs and cable guides

Colours Casselberry red, Gloss Clearcoat, Frog Brown, Black-n-BlueWeight 2.08kg 2.14kg 2.22kg 4.56lb 4.7lb 4.8lb

9.

hello, frog.Name FrogAge 22Hometown L-TownLocal Trails No man’s landYears Riding 11Years Diggin’ 11Job SparkyAmbition Have as much fun as I can in the woods

Top 5 Trails Riders Of All Time1 Brian Yeagle 2 Edgar3 Robbo 4 Mainiac5 Punjab

Top 5 Trails Spots I’ve Ridden1 Catty2 Posh3 Brighouse4 Villij5 Burlish

Top 5 Films1 Shawshank Redemption2 Superbad3 Waterboy4 Control5 Donnie Darko

Top 5 BMX videos1 Shutter Speed Part Deux2 Ntown Sucks3 Empire East4 Anthem5 Janis Videos

Top 5 Companies in BMX1 Profile2 The Keep3 Reign Green4 Inbred5 Anyone that makes Comp 3s

10.

11.

12.

hello, mark.Name Mark MulvilleAge 23Hometown Orlando, Florida / Pittsburgh, PennsylvaniaLocal Trails Push trailsYears Riding 11 yearsYears Diggin’ 11 yearsJob Medical research studiesAmbition Make it out alive

What was the last thing you did today before answering this lot?It’s damn early so I woke up, went to court, and had a coffee.Where did you ride your bike last?Push trailsWhat was the last new trick you learnt?I don’t think I have learned a new trick in years, I just relearn stuff I did as a kid.When did you last build up a new bike?A few months ago, but I’m waiting on a nice new Deluxe to build.What was the last album you bought?I haven’t bought a new one in a long time; I think the last was Swinging Utters.What was the last book you read?I Hope They Serve Beer In HellWhat was the last BMX video you watched?Welcome To Pittsburgh, bonus stuff.What was the last city you visited?New Smyrna Beach.When, and where, were you last genuinely lost on your travels?I’m always lost…What was your last meal?Chips and salsa.What was the last great gadget or invention that you saw or bought?A computer and iPod.When was the last time you scared yourself?Every time I ride, so yesterday.

13.

hello, product.HandlebarsWe have two sizes of bars. Both have a really comfortable 12º sweep and a good size box so they look bang-on. Made from 9-butted 4130 chromoly tubing, the difference here is that we reduced the diameter of the cross-brace, like BMX race handlebars: it looks fast, and it makes them a little lighter too.

Model L Bars XL BarsWidth 26.5" 27.25"Height 7.75" 8"Weight 0.72kg/1.5lb 0.73kg/1.6lb

SprocketAgain, we wanted something simple and effective. None of us are going to be sprocket grinding concrete hubbas at every available opportunity, so we don’t need anything thick or tough as a bag of old nails (or as heavy). We have the four most popular sizes, in two colours (polished or black), with CNC logos and a classic profile.

Teeth 25 28 30 35Weight 60g 80g 90g 100g

SoftgoodsAll printed on American Apparel 100 percent cotton tees. Soon we’ll be moving everything to organic cotton or sustainable bamboo, because it’s super-soft and friendlier to the environment. (Since we spend all year in the great outdoors, this kind of makes sense.) At Deluxe we also use solvent-free water-based inks which are environmentally sound.

14.

15.

hello?

The Deluxe PledgeHere’s another thing. I wanted to see if we could give something back to BMX. Maybe buy some tools and send them out? Hire a digger for someone’s trails somewhere? Run a trails jam series? Having thought long and hard about it, I decided to do something more personal: so, here’s the deal. Ten percent of the profits of Deluxe BMX will go straight to the Stephen Murray Family Fund. Stephen’s one of those original UK BMX riders from back in the day, way way back when he was a spotty young oik on the old Titan race team – Stephen’s impact on BMX since then, from winning the X Games, pulling seriously tweaked jumps, to maintaining the good times all the time, to uniting the BMX scene worldwide following his tragic crash in 2007, is nothing less than legendary and an inspiration to all of us. All being well, this’ll help Stephen and his family somewhere along the line.stephenmurrayfamilyfund.com

ContactEmail: info@deluxebmx.com Distributors for Deluxe BMX are welcome – please email mark@deluxebmx.com for information

DealersPlease contact the Deluxe BMX distributor in your country for local dealers.

DistributorsUKDeluxe Bike Co, Dorset, England.Tel: 05602 796039Email: mark@deluxebmx.comURL: www.deluxebmx.com

Australia & New ZealandKickassbmx, PO BOX 498, Newtown, NSW 2042.Tel: + 61 415 585 243Email: miked@kickassbmx.comURL: www.kickassbmx.com

USA & CanadaUndrgrnd Distribution LLC, 5301 Pen Avenue, Sanford, FL 32773Tel: 407 330 0009Email: info@undrgrnddistro.comURL: www.undrgrnddistro.com

GermanyG&S Distribution, Lennestr. 10, 45701 Herten.Tel: +49 (0)23 66-872 65Email: mail@bmx-distribution.comURL: www.bmx-distribution.com

ItalyHood BMX Distribution, Largo G.M. Nanino 26 - 00019,Tivoli (ROMA).Tel: (+ 39) 335 323 705Email: fabio.pacifici@hoodbmx.comURL: www.hoodbmx.com

FranceEZCO, 27-29 Avenue des 3 Peuples,Z.A de l’observatoire, 78180 Montigny le Bretonneux.Tel: 01 30 48 90 07Email: francoisfaivre@orange.fr

deluxebmx.com

Design

© BMX 2008™

Printed on recycled paper

Photographers by pageCover Davros3 Mulville by Bryce Toole;

hut, bud, cloud, sand by Davros; others by Patch.

4/5/6 Dean Smith (deanphoto.co.uk)

7 Patch10/11 Tim Cooper12 Mark Noble; Mike Netley13 Mike Netley