On the face of it ‘Reinventing the Wheel’ is the paradigm of a redundant endeavour. Taking a three-thousand year old invention – arguably the most important invention in the entire history of mankind’s development – and making it anew  would be incredibly difficult to be novel or to be seen as worthwhile. But those particular facts haven’t deterred Sam Pearce from having a go, nor from using the famous saying in the marketing for his company Loopwheels. He acknowledges that the phrase is a bit of a joke but he is deadly serious about his new tangential suspension wheels and the benefits that they can bring.

Continue reading →