Starting a skateboard wheel company might seem like a tough proposition. You’ve got a tiny space for graphics, and most skaters just want plain white wheels. But against the odds, the East Coast has seen its share of iconic wheel brands. There was First Division, whose section in 411vm remains a classic. Then there was Metropolitan, known for its cool black and white ads that didn’t force skateboarding down your throat. And who could forget Nicotine, with riders like Jahmal Williams and Ricky Oyola? It’s been a while since we’ve seen an indie wheel company like these, but Dial Tone is a promising new brand that might just reach that revered status.
Unlike many wheel companies today that release a clip and then just slap a logo on it, Dial Tone has a visual style and artistic approach more akin to skateboard deck brands. For their “Dial 215” edit, they got Aaron Herrington to create handwritten script titles and brought in Miscued for an original song. Dial Tone isn’t reinventing the wheel, but they are certainly presenting it in a more stylish, deliberate, and thoughtful way.
Dial Tone’s commitment to detail sets them apart in a market saturated with generic products. The choice to use handwritten titles gives their video a personal, handcrafted feel that’s missing from much of the content in the skateboarding world. This attention to artistic detail enhances the viewing experience and shows that they care about the final product, not just the function.
The use of an original track by Miscued further underscores Dial Tone’s dedication to quality and creativity. It’s a refreshing change from the typical stock music or generic hip-hop beats that often accompany skate videos. This choice demonstrates their focus on crafting a comprehensive artistic experience.
The “Dial 215” video isn’t just a showcase of skateboarding; it’s a complete presentation. From the visual aesthetic to the soundtrack, it’s evident that every element was carefully considered. Dial Tone is demonstrating that even a simple product like skateboard wheels can be a canvas for artistic expression.
This artistic approach is what could propel Dial Tone to the same level of recognition as the legendary East Coast wheel brands mentioned earlier. They’re not just selling wheels; they’re selling an idea and a sense of style. Their approach may resonate with skaters who appreciate the finer details and see skateboarding as more than just a sport.
Ultimately, Dial Tone’s “Dial 215” is more than just a promotional video; it’s a statement. It highlights the potential for creativity and artistic expression even within the confines of a seemingly simple product like skateboard wheels. Dial Tone is creating a brand that stands out by prioritizing artistic vision and detail, making it a brand worth watching.
Video by: Jake Todd
Words by: Larry Lanza
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