“Pop Series” Guitars’ Tangible Feel and Unique Sound Provide
Extraordinary Aesthetics, Stellar Playability
WASHINGTON , D.C. , Aug. 23, 2005 — Southern California-based RKS Guitars announces today the launch of its “Pop Series” electric guitar, which employs Eastman Chemical Company’s Tenite cellulosics material. Created from wood pulp, Tenite cellulosics has the manufacturing advantages of plastic with the tangible feel and unique sound of natural fibers to create innovative, sustainable design applications.
Founded by Sawhney and Rock and Roll Hall of Fame inductee Dave Mason, RKS’ hand-built guitars reflect more than three years of design innovation, development and collaboration between the two founders. The long hours spent designing, prototyping and redesigning have resulted in the first true evolution in electric guitar design in more than 50 years: the “open architecture” guitar. The “open architecture” guitar, a revolutionary new category in the electric guitar market, can manifest itself into a virtually unlimited number of permutations tailored to different players and their personal preferences.
“ The ‘Pop Series’ guitars are designed to appeal to both the music enthusiast and the professional musician and provide a highly desirable and unique aesthetic, in addition to world-class playability and tonality,” said Ravi K. Sawhney, president and CEO of RKS Guitars. “Eastman’s Tenite cellulosics, which have the inherent characteristics of wood, make up the body of the guitar and provide maximum richness and remarkable clarity. It brings together a new visual phenomenon that is complemented by organic, full-spectrum sound.”
Eastman worked with RKS Guitars to address contemporary environmental concerns while maximizing the use of sustainable materials in their production. Traditionally, guitars are made using six to eight pounds of specific “tone woods” from South and Central American rain forests per instrument. Manufactured in the United States, the RKS guitars using Tenite cellulosics average wood usage below two pounds, a striking 66 to 80 percent reduction from the norm.
Tenite cellulosics are versatile and durable, and are noted for their excellent balance of properties, including: toughness, surface gloss, clarity, chemical resistance and warmth to the touch. The material is easily polished and handcrafted, and is available in a variety of opaque and translucent colors.
“Eastman’s Tenite cellulosics resonate well with designers because the material can be easily extruded and molded into a flexible material,” said Gaylon White, manager of design industry programs for Eastman. “Additionally, in maintaining Eastman’s tradition of environmental consciousness, Tenite cellulosics are made from 100 percent renewable softwood materials.”
The RKS guitar “Pop Series” is the winner of two Silver 2005 Industrial Design Excellence Awards (IDEA), co-sponsored by BusinessWeek Magazine and the Industrial Designers of America (IDSA), which celebrate the year’s best and most innovative designs. For more information on Tenite cellulosics, please visit the Eastman Innovation Lab Web site at www.EastmanInnovationLab.com.