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.
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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 Products For 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 Way Why 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
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hello, louis. Name Louis Mikolay Age 21 Hometown Seaford Local Trails Ravensbourne Years Riding Toooo many Years Diggin’ I dug before I could ride, haha Job Student / Junior designer The Sunday Times Ambition Never be idle Top 5 Trails Spots I’ve Ridden 1 Chertsey 2 Winchester 3 Epsom 4 Buxted 5 Ashford Top 5 Books 1 The Art Of Looking Sideways 2 K-Pax 3 It’s Not How Good You Are It’s How Good You Want To Be 4 Whatever You Think, Think The Opposite 5 Forget All The Rules Of Graphic Design (Including The Ones In This Book) Top 5 Films 1 Donnie Darko 2 Crash 3 Lock Stock And Two Smoking Barrels 4 Snatch 5 Layer Cake Top 5 BMX videos 1 Seek And Destroy 2 Wide Awake Knightmare 3 Dig 4 Etnies, Grounded 5 Aversion Un-Made [laughter] Top 5 Photographers 1 Quizcc 2 Adam Bora 3 Spock Netley 4 Bancroft 5 Dolecki 4.
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hello, davros. Name Dave Douglas aka Davros Age 25 Hometown Winchester Local Trails Barend Years 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.
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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.
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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.
Model Toptube Chainstay length Headtube Angle BB Height Build
Colours Weight
L Frame XL Frame XXL Frame 20.7" 21" 21.25" 13.75" 13.75" 14" 74ยบ 74ยบ 74ยบ 11.5" 11.5" 11.5" Double butted 4130 Chromoly, heat-treated BB, heat-treated 4mm dropouts, heat-treated integral headtube, angled U-brake lugs and cable guides Casselberry red, Gloss Clearcoat, Frog Brown, Black-n-Blue 2.08kg 2.14kg 2.22kg 4.56lb 4.7lb 4.8lb
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hello, frog. Name Frog Age 22 Hometown L-Town Local Trails No man’s land Years Riding 11 Years Diggin’ 11 Job Sparky Ambition Have as much fun as I can in the woods Top 5 Trails Riders Of All Time 1 Brian Yeagle 2 Edgar 3 Robbo 4 Mainiac 5 Punjab Top 5 Trails Spots I’ve Ridden 1 Catty 2 Posh 3 Brighouse 4 Villij 5 Burlish Top 5 Films 1 Shawshank Redemption 2 Superbad 3 Waterboy 4 Control 5 Donnie Darko Top 5 BMX videos 1 Shutter Speed Part Deux 2 Ntown Sucks 3 Empire East 4 Anthem 5 Janis Videos Top 5 Companies in BMX 1 Profile 2 The Keep 3 Reign Green 4 Inbred 5 Anyone that makes Comp 3s 10.
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hello, mark. Name Mark Mulville Age 23 Hometown Orlando, Florida / Pittsburgh, Pennsylvania Local Trails Push trails Years Riding 11 years Years Diggin’ 11 years Job Medical research studies Ambition 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 trails What 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 Hell What 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.
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hello, product. Handlebars We 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 crossbrace, like BMX race handlebars: it looks fast, and it makes them a little lighter too. Model Width Height Weight
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L Bars 26.5" 7.75" 0.72kg/1.5lb
XL Bars 27.25" 8" 0.73kg/1.6lb
Sprocket Again, 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 Weight
25 60g
28 80g
30 90g
35 100g
Softgoods All 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.
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hello? Contact Email: info@deluxebmx.com Distributors for Deluxe BMX are welcome – please email mark@deluxebmx.com for information Dealers Please contact the Deluxe BMX distributor in your country for local dealers. Distributors UK Deluxe Bike Co, Dorset, England. Tel: 05602 796039 Email: mark@deluxebmx.com URL: www.deluxebmx.com
Germany G&S Distribution, Lennestr. 10, 45701 Herten. Tel: +49 (0)23 66-872 65 Email: mail@bmx-distribution.com URL: www.bmx-distribution.com
Australia & New Zealand Kickassbmx, PO BOX 498, Newtown, NSW 2042. Tel: + 61 415 585 243 Email: miked@kickassbmx.com URL: www.kickassbmx.com
Italy Hood BMX Distribution, Largo G.M. Nanino 26 - 00019,Tivoli (ROMA). Tel: (+ 39) 335 323 705 Email: fabio.pacifici@hoodbmx.com URL: www.hoodbmx.com
USA & Canada Undrgrnd Distribution LLC, 5301 Pen Avenue, Sanford, FL 32773 Tel: 407 330 0009 Email: info@undrgrnddistro.com URL: www.undrgrnddistro.com
France EZCO, 27-29 Avenue des 3 Peuples, Z.A de l’observatoire, 78180 Montigny le Bretonneux. Tel: 01 30 48 90 07 Email: francoisfaivre@orange.fr
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BMX 2008
Printed on recycled paper
Design
The Deluxe Pledge Here’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
Photographers by page Cover Davros 3 Mulville by Bryce Toole; hut, bud, cloud, sand by Davros; others by Patch. 4/5/6 Dean Smith (deanphoto.co.uk) 7 Patch 10/11 Tim Cooper 12 Mark Noble; Mike Netley 13 Mike Netley
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