March 12th

Chrome taking the Coveted program one step further this year bringing in Death Spray Custom on the design. The ww2 inspired camo pattern is crisp yet easy on the eyes. Definitely my favorite Coveted Jersey to come out yet…click through for photos and the official PR blast before hitting Chrome for more.




“Chrome Drops Its New 2014 Coveted Jersey
Designed by Death Spray Custom

Chrome Industries created the Coveted Jersey to recognize the dirtbags, and working class athletes who race alleycats, sprints, fixed gear crits, subfloor circuits, and single speed races. The jersey can’t be purchased; it’s only given to champions. Have the skills reap the reward. Wear it with pride.

Each year Chrome Industries invites artists and designers we respect to create the Coveted Jersey. In 2010 Garret Chow designed the first Coveted Jersey. In 2012 James Sellman made his mark. The 2013 Jersey was designed by Sean Light.

Our 2014 Coveted Jersey was designed by Death Spray Custom. Death Spray Custom is a London based artist that works with mediums he describes as dangerous or travel fast. We’ve admired his work for a while. He’s worked with friends Adam Eldridge on a frame and Thor Drake on 21 Helmets. For our Jersey, DSC was inspired by the disruptive camouflage pattern named Dazzle that was used on ships during WW2. The jagged, mismatched shapes made it difficult for the enemy to estimate a target’s range, speed and heading. “Camo is something that as a pattern maker, I adore as a thing of beauty, from it’s natural origins to the military use.” You can see why we like him.”