Starting a wheel company seems like a losing battle: you have one inch to print a graphic and the majority of skaters just want a basic white wheel. But despite the odds, the east coast has had our share of cult wheel brands. You had First Division whose section in 411vm is still better than most promos you see today. Metropolitan with cool black and white ads that didn’t shove skateboarding down your throat. And Nicotine, who had riders like Jahmal Williams and Ricky Oyola. It’s been a while since we’ve seen an indie wheel company like any of these, but Dial Tone seems to be a promising new brand to reach that revered status.
Unlike other wheel companies of today that pump out a clip and slap a logo bumper afterwards, Dial Tone has a visual aesthetic and artistic care that’s more often seen with board brands. For this edit alone they got Aaron Herrington to do handwritten script titles and tapped Miscued for an original second song. Dial Tone isn’t re-inventing the wheel (couldn’t help it) but they’re certainly presenting it in a more stylish, deliberate and thoughtful way than the bulk of ’em.
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Any shape, any graphic. Come on, those rusty wheels in your brain have to be turning...