NEWS: THE DEITY OVERHAUL
REVAMPING THEIR PRODUCT RANGE AND PRESENTING A MORE REFINED IMAGE
The past 3 years was hard work for Deity. Besides the usual marketing, riding and daily grind of running a world class component brand, the folks were going through a revamp project that would change 95% of this 13 year-old company's product range. Their effort, as can be seen from the recent hype and their new website, has paid off big. We highlight some of their new range.
ENTERING THE NEXT PHASE
The first thing that caught our attention was their revamped website. The new look is cleaner, more upmarket and refined. We would say that Deity has indeed adopted a slightly altered tone & manner in their presentation. In their own words, it's their way of introducing the new "2017 product line, direction and voice in hopes that (the riders) see (their) inspiration, style, and passion shine through".
Indeed, the new website shows that Deity had replaced 95% of their previous line. This is no small feat, and would take a long article to introduce their full product range. So here's highlight of a portion of the new line.
THE NEW LINE
The new product line took Deity 3 years to fully complete their cycle of design, test and mass production. And during this period, they diligently test their new designs with their own stringent tests. Currently, they have their own heat treatment processes, real-world testing processes, test standards and finish detailing on their products.
BLACK LABEL 800 HANDLEBAR
The new all-time favourite Black Label now sports a widened center bore to allow for a wider platform of 800mm and is supported by Deity's Gradient Butting that is tailored specifically for every rise and width in their handlebar line.
SKYLINE 787 HANDLEBAR
This is Deity's lightest aluminum Handlebar to date – a result of taking their customers feedback and expanding the scope and depth of what they can offer to the market. Skyline handlebars put material where it's needed and minimize them in areas of low stress, resulting in a bar with a specific range of deflection and flex built into it. This also means a departure from the standard double butting method used to produce most handlebars in the market.
HOLESHOT 35MM HANDLEBAR
This is the first 35mm bore aluminum DH specific handlebar from Deity. It is designed to ride and feel exactly like the renowned Blacklabel, with the option to go beyond 800 mm!
There were many feedback with regards to grip design. Deity took the best of what these elements have to offer and attempt to eliminate the cons to create a line of grips with something for every rider. The V Channel Chevron fit the swell of the palm while the half waffle meets the grip from the fingers. This design should eliminate hotspots and blister during those long rides. These grips are suitable for those who runs gloveless.
Waypoint Grip utilizes a micro-diamond pattern with a tapered internal sleeve to maximize a single bolt design while delivering a clean, lightweight grip that allows the rider to maximize every mm of hand placement. The TRC Grip compound provides a "tactical feel" and should be hardy and durable even for the rough riders.
INTAKE DIRECT MOUNT STEM
Available in both 31.8 and 35mm bore, these direct mount stems are another example of what rider feedback could result into. With feedback from UCI/Crankworx & Deity user Brendan Fairclough, the Intake DM stem is machined from 7075 T73 aluminum, features a zero degree rise, and comes in high gloss black ano with contrast graphics to match the rest of the Deity line.
Copperhead stems are available in 3 lengths and are a shining symbol of what Deity's new higher standards can create. With a goal to produce a lighter version of the Cavity stem, the Copperhead was born. The stem sport a significantly stronger and sleeker line that is a complicated piece to machine. Every Deity product is machine tested to failure, but the Copperhead was relentless and would run for millions of cycles without showing any signs of manufacturing or design issue. Here's a stem that begs to be put through as much abuse as the rider can dish out.
BLACK KAT PEDAL
Black Kat pedal is built around the indestructible retired Decoy pedal internals. With an extruded Deity concave pedal body design, the Black Kat is touted as the sleeper in the new line. Initially intended to fill a hole in their product line, the design evolved into a very interesting pedal to set foot on. Featuring a large, yet unobtrusive, platform size and a rounded profile surrounding the spindle, the Black Kat delivers good grip at a reasonable price.
SPEEDTRAP RAIL SADDLE
Partnered with SDG to utilize their top selling Duster base, technology, and coupled it with Deity's own foam molds, material choices, and finishing it off with their very own styling, the Speedtrap Railed saddle offers the detail, material, and performance that is every bit Deity.
MORE INFORMATION AND GETTING YOUR HANDS ON THEM?
For more information of Deity's new range of products, click here!
To get your hands on some Deity Components, contact Unsprung through their website or send a quick message to them at their Facebook Page to arrange for an appointment at Blk 18B Circuit Road #15-250 Singapore 372018.
Facebook Page: www.facebook.com/UnsprungSingapore/
All information and photo by Deity Components.