Rims are the most important component of a wheel.
The majority of time spent in developing the wheel line was on the rims. We looked into aero design, weight, structural and impact features, and braking performance. It used to be that carbon wheels were a "special occasion" component, suited for race day use. With the advancements of both carbon and the resin systems, many people are using carbon wheels as their everyday wheels (and still racing on them as well).
We have invested in our own molds and tooling
We are not a "sticker company" that slaps a sticker on a pre-bought wheel and claims they are now a brand. We knew that in order to have the highest possible consistency and quality in rims, we had to have them produced just for us. We have contracts in place with our manufacturer about materials, lay up and production methods, weights, and strength. The rims are produced specifically for us and you will not find these rims on any other wheel brand.
Rims are designed for the real world
This means they aren't just designed to be a race day only wheel. If you have ever ridden a tubular wheelset with internal nipples you know the pain of having to rip off a tire and reglue it just to give one nipple a slight adjustment. We feature external nipples on all of our rims, with a rim bed specifically designed to fit the profile of the nipple and align it with the spoke entry. This means you don't sacrifice any strength, yet have a wheelset that can easily be adjusted if you ever have to make any small tweeks.
Weights are extremely competitive (sometimes even the lightest option in a given depth), yet the strength of the rim was the most important factor. These wheels are designed to be ridden.
Brake pads were produced specifically for the rims
When the rims had been finished and passed all the testing, we sent them to a brake pad manufacturer who made brake pads specifically for these rims. The rims feature a high temperature resin so they can used everyday and in hillier terrains, but we also wanted brake pads that helped keep the temperatures cooler. The end result was the Onyx brake pad, a brake pad that performs very well, modulates excellently, builds up less heat than any other brake pad on our rims, and also will NOT squeal. Stopping is a part of cycling, and by developing the brake pads in conjunction with the rims, you can do that more confidently.