F.R.O. Import - importazione bici e componenti - import bikes and components

WHITE INDUSTRIES

Exotic and exoteric. This was the definition a popular MTB magazine gave them in the nineties. A competing magazine, instead, selected them as they chose the most exclusive components on the market. White Industries Hubs. Icons of the 90's; an oversized front and the most spectacular rear hub ever, as wide as a Coke can, a shiny alu cassette, and a clicking noise to make Hopes turn pale. Hypermegalite, obviously.

No, they are not dead. They didn't end up like many of those anodized gems so popular in the first half of the golden nineties. But then, White has never built any cheesy purple gimmick. And they have continued producing state-of-the-art components for any declination of our sport you might practice. Just take a look at their site. You can smell the passion they put in their work. Singlespeed, trial, track hubs, eccentric hubs to avoid chain tensioner or other gizmos hanging from the back of your bike. And obviously, road and MTB hubs for every taste.

Don't worry, it's not yet another brand bought by some Taiwan company to stick an illustrious name onto their cheap components. It's them, alive and kicking. And yes, still high polished, shiny and gorgeous. Fancy a pair of performing wheels? Buy a pair of pre-assembled ones, there are loads of them on the market. But if your bike reflects what you are, and if you've kept reading until this point it probably does, a mass produced wheelset won't do. Start thinking: to build the perfect wheel you are supposed to start from the hubs..