• Must Watch! James White S&M Zero Point One!

    JAMES WHITE S&M ZERO POINT ONE from STYLE43 on Vimeo.

    WORDS FROM JAMES WHITE:

    “New bike, new sponsor, James Smith and few hours lot of dry weather! it was on! Yeah right!! I conveniently forgot to account for British December wind whistling through my spokes! Was forced into feeling up the cold floor hard more times than ever! Loved it!”
    The truth of Flatland is far from the polished contest runs or neat video parts from your favorite riders, both of these have hours turned into years of solitude, failed progression and cruel consistency.

    WORDS FROM JAMES SMITH:

    When I heard James was getting hooked up by S&M I thought a filming session was in order. Living at opposite ends of London we had to make the session count.
    Although we were lucky to pin down a dry day, the high hopes of filming a list of bangers was dashed by wind, a flat tire and the unpredictable “having off an day” syndrome.
    After fighting against elements and a change of location to a usually desolate car park full of debt hungry shoppers we bowed out to defeat. We parted ways with maybe scraping the whole edit idea and maybe booking a flight February chasing the sun.
    After a busy year and cold winter I was keen to see the outcome of the rare past time of capturing moving images. In a tongue and cheek way I over laid the old voice of Johnny Cash to find it work well with the footage.
    The result is what I can only describe as a honest view of riding and the journey those that choose roll upon.